Alcohol, sponsorship, and new media activation: an investigation of Molson Canadian and the 2014 Olympic Games

Geurin, Andrea N.; Gee, Sarah

doi:10.1504/ijsmm.2014.073209

Cited by 13 publications

(26 citation statements)

References 32 publications

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“…Given the substantial amount of online alcohol advertising that uses sports-related content (Atkinson et al, 2017;Carah et al, 2014;Geurin and Gee, 2014;Gupta et al, 2017Gupta et al, , 2018aGupta et al, , 2018bWestberg et al, 2018), a further important area of code extension involves online alcohol promotion. Studies investigating the effectiveness of age restrictions show that children have ready access to alcohol-related content on social media and current efforts by the industry to implement age gates are largely ineffective due to a reliance on selfreporting of age (Barry et al, 2016;Carrotte et al, 2016;D'Amico et al, 2017;Jones et al, 2014).…”

Section: System Modification Optionsmentioning

confidence: 99%

“…The literature examining sports-related content in online alcohol promotion is limited, and the work to date has primarily focused on promotion via social media platforms. Research on the content of alcohol companies' social media pages across Australia, India, the United Kingdom (UK) and Canada demonstrates that substantial amounts of sport-related content are produced, and that this content is tailored to the idiosyncrasies of national sporting cultures (Atkinson et al, 2017;Carah et al, 2014;Geurin and Gee, 2014;Gupta et al, 2017Gupta et al, , 2018aGupta et al, , 2018bWestberg et al, 2018). In the case of research specific to Australia, mentions of sport were often found to allude to sporting success, despite the voluntary, self-regulated ABAC system prohibiting this form of promotion (Gupta et al, 2018b).…”

Section: Sports-related Alcohol Promotion On Social Media and Other Online Platformsmentioning

confidence: 99%

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Policy implications of the extent, nature and effects of young people’s exposure to alcohol promotion in sports-related contexts

Pettigrew¹,

Grant²

2020

Evidence Base

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Sports-related alcohol promotion is a primary mechanism via which young people are exposed to alcohol advertising. Efforts to reduce this exposure need to be informed by information relating to: 1) the prevalence of sports-related alcohol promotion in live, broadcast and online contexts; 2) the nature of this promotion; 3) the effects on young people of exposure to these forms of alcohol promotion; and 4) evidence-based strategies that have been demonstrated to address alcohol promotion activities that connect alcohol with sport. The aim of the present study was to synthesise available data on these issues to provide insights into the range of regulatory options that are likely to be most effective in restricting alcohol promotion in sports-related contexts. A narrative review approach was used to capture a broad range of relevant literature. Evidence from Australia, New Zealand and around the world shows that more restrictive alcohol promotion regulation is needed due to the known harms associated with youth alcohol consumption, the sheer volume of alcohol advertising to which young people are exposed and recent changes in the platforms used by alcohol marketers to promote their products. The following specific regulatory changes are among those recommended to reduce young people's exposure to sportsrelated alcohol advertising: removal of timing exemptions that permit alcohol promotion during televised sporting programming regardless of the time of day; redefinition of children's viewing times to reflect children's actual viewing habits; the explicit inclusion of sponsorship within advertising codes; the banning of online alcohol promotion due to the inability to implement effective access restrictions; and the introduction of mandatory regulations that are developed and implemented in alignment with public health interests.

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Section: System Modification Optionsmentioning

confidence: 99%

Section: Sports-related Alcohol Promotion On Social Media and Other Online Platformsmentioning

confidence: 99%

Policy implications of the extent, nature and effects of young people’s exposure to alcohol promotion in sports-related contexts

Pettigrew¹,

Grant²

2020

Evidence Base

View full text Add to dashboard Cite

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“…Therefore, microblogging tools offer a timely and efficient (Kaplan and Haenlein, 2010) means of influencing consumer perceptions (Kumar and Mirchandani, 2012), understanding consumers' needs (Kumar and Sundaram, 2012) and engaging in meaningful two-way conversations with consumers (Papasolomou and Melanthiou, 2012), offering sponsors the opportunity not only to reach sports fans (Dees, 2011) but to participate in conversations where these fans, or consumers, are already talking (Gibbon et al, 2012). Two notable studies have explored how sponsors are using social media, with a focus in both cases on the Olympic Games (Abeza et al, 2014;Geurin and Gee, 2014). Looking at TOP sponsors of the Sochi 2014 Winter Olympic Games, Abeza et al (2014) identified that these sponsors are using Twitter to communicate content, allowing them to achieve a range of objectives such as promotion, athlete encouragement and customer appreciation.…”

Section: Social Mediamentioning

confidence: 99%

“…A significant and growing body of literature on the use of social media in sport now exists (see Abeza et al, 2015;Filo et al, 2015 for comprehensive reviews of literature in this area), looking at sectors including national governing bodies (Eagleman, 2013;Thompson et al, 2014), sport for development (Svensson et al, 2015;Svensson and Hambrick, 2016), professional sports teams (Armstrong et al, 2016;Parganas et al, 2015) and athletes (Hambrick et al, 2010;Pegoraro, 2010). However, literature on the use of social media by sponsors remains limited (Abeza et al, 2015;Geurin and Gee, 2014), with much research to date focussing on whether sponsors are posting about their sponsorships on social media (Abeza et al, 2014), how social media can be used to assess sponsorship effectiveness (Delia and Armstrong, 2015;Meenaghan et al, 2013) and the impact of communicating sponsorships through social media on metrics such as perceived congruity and relationship quality (Do et al, 2015) Therefore, there still remains a need to better understand the use of social media as a sponsorship activation tool (Abeza et al, 2014(Abeza et al, , 2015Geurin and Gee, 2014) to achieve meaningful outcomes.…”

Section: Introductionmentioning

confidence: 99%

Social media-based sponsorship activation – a typology of content

Gillooly

Anagnostopoulos

Chadwick

2017

SBM

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Purpose: This paper thematically categorises sports sponsorship-linked Twitter content and, by drawing on uses & gratifications (U&G) theory, maps the extent to which these categories cohere with known user motivations for consuming social media. Findings:From the data, a typology is developed, comprising 17 categories grouped under four main types: informing, entertaining, rewarding and interacting. The majority of sponsor Tweets (68%) fell into the informing type, with 17% categorised as interacting. While few (2%) Tweets were categorised as entertaining, the link to the sponsored event implies a degree of entertaining content even in ostensibly informative, rewarding or interactional sponsorship-linked Tweets. Therefore, the typology categories highlight Twitter content produced by sponsors which engages customers, fostering dialogue alongside providing informative and entertaining content. Originality:The typology extends existing understanding of the use of social media within sponsorship activation campaigns by thematically categorising content and mapping this against known user motivations for consuming brand-related social media content. Practical implications:The typology can inform practitioners' future sports sponsorship activation planning decisions and can also aid rights holders in tailoring appropriate sponsorship opportunities to potential sponsors, based on an appreciation of the nature of content sought by brand followers.

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“…Therefore, it is necessary to examine the perception of consumers. However, previous research has focused on using simple metrics (i.e., likes, shares, and comments) as measures of social media effectiveness (e.g., Abeza & O’Reilly, 2014; Geurin & Gee, 2014; Thompson et al, 2014; Wallace et al, 2011). While these data allow sports properties to quantify engagement with certain content, it does little to shed light on the underlying perceptions of those who follow the events.…”

Section: Literature Reviewmentioning

confidence: 99%

Fans’ Perceptions of Professional Tennis Events’ Social Media Presence

Thompson

Martin

Gee

et al. 2016

Communication & Sport

Self Cite

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This article aims to develop a better understanding of how sport fans perceive events' social media presence. An online qualitative survey was conducted with sport fans (n ¼ 105) of four professional tennis events (Australian Open, Roland Garros, Wimbledon, and U.S. Open). Findings suggest that fans perceive the events' usage of social media to be about three aspects: interaction, insight, and brand anthropomorphism. In addition, fan responses suggest that while Facebook is the most popular site for general social media usage, these fans consider Twitter to be their most preferred platform to follow the events. Finally, fan responses illustrate three barriers that brands need to overcome in order to successfully develop and execute their social media strategy: competition with other media, a lack of yearround incentives, and technological capabilities of the platforms, which ultimately influenced fans' motives and use.

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Alcohol, sponsorship, and new media activation: an investigation of Molson Canadian and the 2014 Olympic Games

Cited by 13 publications

References 32 publications

Policy implications of the extent, nature and effects of young people’s exposure to alcohol promotion in sports-related contexts

Policy implications of the extent, nature and effects of young people’s exposure to alcohol promotion in sports-related contexts

Social media-based sponsorship activation – a typology of content

Fans’ Perceptions of Professional Tennis Events’ Social Media Presence

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