The Frequency of Company-Sponsored Alcohol Brand-Related Sites on Facebook™ –2012

Nhean, Siphannay; Nyborn, Justin A.; Hinchey, Danielle; Valerio, Heather; Kinzel, Kathryn; Siegel, Michael; Jernigan, David H.

doi:10.3109/10826084.2014.880177

Cited by 19 publications

(18 citation statements)

References 2 publications

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“…Alcohol companies have a substantial presence on social networking sites, but until recently no study has systematically assessed the frequency of company-sponsored alcohol brand sites on Facebook, a popular site among youth (Nhean et al, 2014). Our research team found over 1,000 company-sponsored alcohol brand pages, excluding user-generated content such as fan pages or individual users’ posts about an alcohol brand.…”

Section: Resultsmentioning

confidence: 99%

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Brands matter: Major findings from the Alcohol Brand Research Among Underage Drinkers (ABRAND) project

Roberts

Siegel

DeJong

et al. 2015

Addiction Research & Theory

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Background Alcohol research focused on underage drinkers has not comprehensively assessed the landscape of brand-level drinking behaviors among youth. This information is needed to profile youth alcohol use accurately, explore its antecedents, and develop appropriate interventions. Methods We collected national data on the alcohol brand-level consumption of underage drinkers in the United States and then examined the association between those preferences and several factors including youth exposure to brand-specific alcohol advertising, corporate sponsorships, popular music lyrics, and social networking sites, and alcohol pricing. This paper summarizes our findings, plus the results of other published studies on alcohol branding and youth drinking. Results Our findings revealed several interesting facts regarding youth drinking. For example, we found that: 1) youth are not drinking the cheapest alcohol brands; 2) youth brand preferences differ from those of adult drinkers; 3) underage drinkers are not opportunistic in their alcohol consumption, but instead consume a very specific set of brands; 4) the brands that youth are heavily exposed to in magazines and television advertising correspond to the brands they most often report consuming; and 5) youth consume more of the alcohol brands to whose advertising they are most heavily exposed. Conclusion The findings presented here suggests that brand-level alcohol research will provide important insight into youth drinking behaviors, the factors that contribute to youth alcohol consumption, and potential avenues for effective public health surveillance and programming.

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Section: Resultsmentioning

confidence: 99%

“…Nhean, S., et al (2014). The frequency of company-sponsored alcohol brand-related sites on Facebook™ -2012.…”

mentioning

confidence: 99%

Brands matter: Major findings from the Alcohol Brand Research Among Underage Drinkers (ABRAND) project

Roberts

Siegel

DeJong

et al. 2015

Addiction Research & Theory

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“…Several studies have documented the potential for heavy exposure of underage youth to alcohol advertising through social media and the internet (66,73,74). Unfortunately, there is currently no source that tracks youth exposure to brand-specific alcohol advertising through social media or the internet.…”

Section: Discussionmentioning

confidence: 99%

“…To assess the presence of each alcohol brand on the internet, at least in social media, we conducted extensive internet searches to estimate the total number of company-sponsored Facebook ™ sites and the total number of “likes” on these sites for each of the 898 brands in 2012 (66). We used the number of “likes” for each brand as an additional predictor variable.…”

Section: Methodsmentioning

confidence: 99%

The relationship between exposure to brand-specific alcohol advertising and brand-specific consumption among underage drinkers – United States, 2011–2012

Siegel

Ross²,

Albers

et al. 2015

The American Journal of Drug and Alcohol Abuse

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Background Marketing is increasingly recognized as a potentially important contributor to youth drinking, yet few studies have examined the relationship between advertising exposure and alcohol consumption among underage youth at the brand level. Objectives To examine the relationship between brand-specific exposure to alcohol advertising among underage youth and the consumption prevalence of each brand in a national sample of underage drinkers. Methods We analyzed the relationship between population-level exposure of underage youth ages 12-20 to brand-specific alcohol advertising in national magazines and television programs and the 30-day consumption prevalence—by brand—among a national sample of underage drinkers ages 13-20. Underage youth exposure to alcohol advertising by brand for each month in 2011, measured in gross rating points (GRPs), was obtained from GfK MRI and Nielsen for all measured national issues of magazines and all national television programs, respectively. The 30-day consumption prevalence for each brand was obtained from a national survey of 1,031 underage drinkers conducted between December 2011 and May 2012. Results Underage youth were more than five times more likely to consume brands that advertise on national television and 36% more likely to consume brands that advertise in national magazines. The consumption prevalence of a brand increased by 36% for each 1.5 standard deviation (50 GRPs) increase in television adstock among underage youth and by 23% for each 1.5 standard deviation (10 GRPs) increase in magazine adstock. Conclusion These findings suggest that alcohol advertising influences an important aspect of drinking behavior— brand choice—among youth who consume alcohol.

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“…Several studies have examined alcohol brand Web sites and found that sites have features attractive to youth, such as games, downloads, and contests, and that youth may be accessing these sites. 38,39 Other studies describe alcohol marketing in social media and the potential for engagement with marketing through these peer networks, 14,15,19–21,40,41 noting the general inadequacy of age restriction mechanisms in preventing exposure and the blurred line between brand and consumer-generated marketing on digital platforms. 12,16,20,21,42–44 Finally, additional studies have shown cross-sectional associations between individual digital marketing exposure and alcohol outcomes.…”

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confidence: 99%

Internet Alcohol Marketing and Underage Alcohol Use

McClure

Tanski

Li³

et al. 2016

Pediatrics

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BACKGROUND AND OBJECTIVE Internet alcohol marketing is not well studied despite its prevalence and potential accessibility and attractiveness to youth. The objective was to examine longitudinal associations between self-reported engagement with Internet alcohol marketing and alcohol use transitions in youth. METHODS A US sample of 2012 youths aged 15 to 20 was surveyed in 2011. An Internet alcohol marketing receptivity score was developed, based on number of positive responses to seeing alcohol advertising on the Internet, visiting alcohol brand Web sites, being an online alcohol brand fan, and cued recall of alcohol brand home page images. We assessed the association between baseline marketing receptivity and both ever drinking and binge drinking (≥6 drinks per occasion) at 1-year follow-up with multiple logistic regression, controlling for baseline drinking status, Internet use, sociodemographics, personality characteristics, and peer or parent drinking. RESULTS At baseline, ever-drinking and binge-drinking prevalence was 55% and 27%, respectively. Many (59%) reported seeing Internet alcohol advertising, but few reported going to an alcohol Web site (6%) or being an online fan (3%). Higher Internet use, sensation seeking, having family or peers who drank, and past alcohol use were associated with Internet alcohol marketing receptivity, and a score of 1 or 2 was independently associated with greater adjusted odds of initiating binge drinking (odds ratio 1.77; 95% confidence interval, 1.13–2.78 and odds ratio 2.15; 95% confidence interval, 1.06–4.37 respectively) but not with initiation of ever drinking. CONCLUSIONS Although high levels of engagement with Internet alcohol marketing were uncommon, most underage youths reported seeing it, and we found a prospective association between receptivity to this type of alcohol marketing and future problem drinking, making additional research and ongoing surveillance important.

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The Frequency of Company-Sponsored Alcohol Brand-Related Sites on Facebook™ –2012

Cited by 19 publications

References 2 publications

Brands matter: Major findings from the Alcohol Brand Research Among Underage Drinkers (ABRAND) project

Brands matter: Major findings from the Alcohol Brand Research Among Underage Drinkers (ABRAND) project

The relationship between exposure to brand-specific alcohol advertising and brand-specific consumption among underage drinkers – United States, 2011–2012

Internet Alcohol Marketing and Underage Alcohol Use

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