The impact of exposure to digital content on compulsive buying behavior of young adults in food and beverage marketing

The aim of this thesis is to examine the effect of young adults' exposure to digital content in food and beverage marketing on compulsive buying behavior. With the increasing prevalence of digitalization, individuals aged between 18 and 30 are frequently exposed to intensive marketing messages. Within this framework, data were collected through an online survey utilizing a quantitative research design, with the participation of 495 young adults. Regression analyses demonstrated that exposure to digital marketing has a statistically significant and positive impact on compulsive buying behavior. Furthermore, multiple regression analyses conducted at the sub-dimensional level revealed that the "Active Engagement-Oriented Exposure" dimension significantly affects both loss of control and obsessive purchasing tendencies. Similarly, the "Targeted Channel Exposure" sub-dimension exhibited statistically significant effects on both sub-dimensions. In contrast, the "General Digital Environment Exposure" dimension was found to be significantly associated only with obsessive purchasing behavior. The findings of this study not only shed light on the psychological implications of digital marketing strategies but also elucidate the mechanisms that contribute to compulsive purchasing behaviors. As such, the research offers both theoretical insights and practical implications for marketing professionals and policymakers. KEYWORDS: Young Adults, Food and Beverage Marketing, Digital Marketing, Compulsive Buying Behavior