Emerging social media ‘platform’ approaches to alcohol marketing: a comparative analysis of the activity of the top 20 Australian alcohol brands on Facebook (2012-2014)

Carah, Nicholas; Meurk, Carla; Males, Matthew; Brown, Jennifer

doi:10.1080/09581596.2017.1282154

Cited by 22 publications

(19 citation statements)

References 28 publications

(37 reference statements)

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“…Social media has also been exploited in marketing alcoholic beverages with a transition in emphasis from exposure to engagement noted over recent years. An examination of the marketing of 20 alcohol brands on Facebook over a 2-year period found that the number of ‘fans’ increased by 52% 30. Another study of alcohol brand activity on Facebook found that companies engaged consumers in the co-creation of content that contributed to the brand’s marketing objectives 31…”

Section: Discussionmentioning

confidence: 99%

“…Because tobacco and alcohol marketers are prohibited by Facebook policy from paid promotion (eg, advertising, boosting) brands increasingly pursue an ‘organic’ and ‘conversational’ content strategy to engage users 30. Ongoing postings of fresh material on their brand-sponsored pages such as memes, sponsored events, product innovations and contests attract ‘likes’ with the goal of creating communities with shared interest in their wares who will snowball their message to friends.…”

Section: Discussionmentioning

confidence: 99%

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Promotion of tobacco products on Facebook: policy versus practice

Jackler

Cardiff

et al. 2018

Tob Control

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Promotion of tobacco products on Facebook: policy versus practice

Jackler

Cardiff

et al. 2018

Tob Control

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“…[ 5 ] Another study found similar techniques being used by alcohol brands and noted in particular the strategic use of timing and context to maximise user engagement. [ 6 ] Importantly, many of the techniques are unique to social media suggesting a deliberate strategy by these organisations to exploit the bidirectional format of social media and generate maximum interest and engagement with users.…”

Section: Introductionmentioning

confidence: 99%

Please Like Me: Facebook and Public Health Communication

et al. 2016

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Facebook, the most widely used social media platform, has been adopted by public health organisations for health promotion and behaviour change campaigns and activities. However, limited information is available on the most effective and efficient use of Facebook for this purpose. This study sought to identify the features of Facebook posts that are associated with higher user engagement on Australian public health organisations’ Facebook pages. We selected 20 eligible pages through a systematic search and coded 360-days of posts for each page. Posts were coded by: post type (e.g., photo, text only etc.), communication technique employed (e.g. testimonial, informative etc.) and use of marketing elements (e.g., branding, use of mascots). A series of negative binomial regressions were used to assess associations between post characteristics and user engagement as measured by the number of likes, shares and comments. Our results showed that video posts attracted the greatest amount of user engagement, although an analysis of a subset of the data suggested this may be a reflection of the Facebook algorithm, which governs what is and is not shown in user newsfeeds and appear to preference videos over other post types. Posts that featured a positive emotional appeal or provided factual information attracted higher levels of user engagement, while conventional marketing elements, such as sponsorships and the use of persons of authority, generally discouraged user engagement, with the exception of posts that included a celebrity or sportsperson. Our results give insight into post content that maximises user engagement and begins to fill the knowledge gap on effective use of Facebook by public health organisations.

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“…This has raised concern whether existing regulations are sufficient to protect young people from the exposure to alcohol marketing in digital environments, and especially on social media . Social media has great persuasive power, and the participatory nature affects how consumers perceive brand messages . Still, few studies have assessed how well social media alcohol marketing complies with regulations.…”

Section: Introductionmentioning

confidence: 99%

Compliance with regulations and codes of conduct at social media accounts of Swedish alcohol brands

Lindeman

Katainen

Svensson

et al. 2019

Drug and Alcohol Review

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Introduction and Aims. This study has, for the first time, mapped the extent to which alcoholic beverage brands operating on the Swedish market follow national advertising regulations and industry self-regulating codes in their postings on social media. Design and Methods. All social media content posted on YouTube, Twitter, Facebook and Instagram by 52 brands operating in the Swedish market was gathered from three sample months in 2014, 2016 and 2017. A content analysis was performed.Results. An audit of the 1204 posts shows that the brands' social media content conforms rather well with the industry's own self-regulation codes. However, the studied beverage brands had alarmingly inadequate age-gates to social media accounts. Advertisements for alcoholic beverages must be clearly distinguishable from advertisements for non-alcoholic beverages, according to the Swedish Alcohol Act criteria. These criteria are fulfilled to a varying degree among the posts in the analysed data. Advertisements for non-alcoholic beverages give companies a greater leeway in terms of shape and content of the post through logotypes, settings and connotations. However, advertisements of non-alcoholic beverages continue to convey the brand connotations and image to consumers. Discussion and Conclusions. Regulating alcohol advertising in online milieus can be very difficult because of the complex mixture between quickly evolving techniques and the diverse nature of communication messages targeting consumers. Many countries, including Sweden, are now focusing on how to enforce effective policies. This short report strives to shed some light on the scope and content of commercial messages on Swedish social media platforms. [Lindeman M, Katainen A, Svensson J, Kauppila E, Hellman M. Compliance with regulations and codes of conduct at social media accounts of Swedish alcohol brands. Drug Alcohol Rev 2019;38:386-390]

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Emerging social media ‘platform’ approaches to alcohol marketing: a comparative analysis of the activity of the top 20 Australian alcohol brands on Facebook (2012-2014)

Cited by 22 publications

References 28 publications

Promotion of tobacco products on Facebook: policy versus practice

Promotion of tobacco products on Facebook: policy versus practice

Please Like Me: Facebook and Public Health Communication

Compliance with regulations and codes of conduct at social media accounts of Swedish alcohol brands

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