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#Sponseredathlete: the marketing of image and performance enhancing drugs on Facebook and Instagram

This article sets out to investigate the marketing of image and performance enhancing drugs (IPEDs) on the social media platforms Facebook and Instagram. Drawing upon a ‘connective’ ethnographic exploration of IPED use and supply, the paper first outlines a supplier typology on these platforms, befo...

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Detalles Bibliográficos
Autor principal: Gibbs, Nick
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer US 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10043544/
https://www.ncbi.nlm.nih.gov/pubmed/37363752
http://dx.doi.org/10.1007/s12117-023-09491-4
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author Gibbs, Nick
author_facet Gibbs, Nick
author_sort Gibbs, Nick
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description This article sets out to investigate the marketing of image and performance enhancing drugs (IPEDs) on the social media platforms Facebook and Instagram. Drawing upon a ‘connective’ ethnographic exploration of IPED use and supply, the paper first outlines a supplier typology on these platforms, before shedding light on the marketing strategies employed by sellers in order to overcome the inherent distrust of online sales and build a trustworthy brand. Techniques identified include athlete sponsorship, the sharing of bodybuilding fitspiration content, self-objectification, posting images showcasing transformation photos and customer feedback, and seasonal sales and promotions. Analysis encompasses the centrality of product branding, the overlaps between licit and illicit market advertising strategies, and the affordances of the platforms under study. Finally, conclusions relating to the implications of these findings to scholarship, policy, and regulation are offered.
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spelling pubmed-100435442023-03-28 #Sponseredathlete: the marketing of image and performance enhancing drugs on Facebook and Instagram Gibbs, Nick Trends Organ Crime Article This article sets out to investigate the marketing of image and performance enhancing drugs (IPEDs) on the social media platforms Facebook and Instagram. Drawing upon a ‘connective’ ethnographic exploration of IPED use and supply, the paper first outlines a supplier typology on these platforms, before shedding light on the marketing strategies employed by sellers in order to overcome the inherent distrust of online sales and build a trustworthy brand. Techniques identified include athlete sponsorship, the sharing of bodybuilding fitspiration content, self-objectification, posting images showcasing transformation photos and customer feedback, and seasonal sales and promotions. Analysis encompasses the centrality of product branding, the overlaps between licit and illicit market advertising strategies, and the affordances of the platforms under study. Finally, conclusions relating to the implications of these findings to scholarship, policy, and regulation are offered. Springer US 2023-03-28 /pmc/articles/PMC10043544/ /pubmed/37363752 http://dx.doi.org/10.1007/s12117-023-09491-4 Text en © The Author(s) 2023 https://creativecommons.org/licenses/by/4.0/Open AccessThis article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) .
spellingShingle Article
Gibbs, Nick
#Sponseredathlete: the marketing of image and performance enhancing drugs on Facebook and Instagram
title #Sponseredathlete: the marketing of image and performance enhancing drugs on Facebook and Instagram
title_full #Sponseredathlete: the marketing of image and performance enhancing drugs on Facebook and Instagram
title_fullStr #Sponseredathlete: the marketing of image and performance enhancing drugs on Facebook and Instagram
title_full_unstemmed #Sponseredathlete: the marketing of image and performance enhancing drugs on Facebook and Instagram
title_short #Sponseredathlete: the marketing of image and performance enhancing drugs on Facebook and Instagram
title_sort #sponseredathlete: the marketing of image and performance enhancing drugs on facebook and instagram
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10043544/
https://www.ncbi.nlm.nih.gov/pubmed/37363752
http://dx.doi.org/10.1007/s12117-023-09491-4
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