The Intervention Effects of Digital Marketing Literacy Education on Weight-Loss Products for Female High School Students

Abstract

Objective: This study aimed to evaluate the effects of a digital marketing literacy education intervention on female high school students’ digital marketing literacy, resistance to persuasion intentions, and purchase intentions related to weight-control products.

Methods: A quasi-experimental design was employed. The participants were 166 11th-grade female students (aged 15–17 years) from a municipal high school in Kaohsiung City. The intervention group included 77 students, while the comparison group comprised 89 students. The study was conducted from March to June 2023. The intervention group completed pre- and post-tests and participated in four 50-minute sessions of digital marketing literacy education focused on weight-control products. The comparison group completed pre- and post-tests but received only standard instruction.

Results: The digital marketing literacy education intervention had significant positive effects on digital marketing literacy and resistance to persuasion intentions. However, it showed no significant impact on purchase intentions.

Conclusion: The findings indicate that a digital marketing literacy education intervention effectively enhances digital marketing literacy among female high school students. It is recommended that integrating digital marketing literacy education into school curricula to enhance students' ability to recognize and respond to digital marketing, particularly on social media platforms. Incorporating such education into school-based health promotion programs may also help mitigate the growing prevalence of unhealthy dietary behaviors and weight-related health issues among adolescents.