How alcohol marketing engages users with alcohol brand content on Facebook: an Indian and Australian perspective

Gupta, Himanshu; Pettigrew, Simone; Lam, Tina; Tait, Robert J.

doi:10.1080/09581596.2017.1318203

Cited by 12 publications

(7 citation statements)

References 17 publications

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“…In this study, the Tweets tended to be more positive and proalcohol (79%) than negative and antialcohol (only 7%; Cavazos‐Rehg et al., ). Other researchers have used Twitter in a similar manner to highlight that (a) Tweets that reference couse (both alcohol and marijuana use) tend to be positive (Krauss et al., ), (b) alcohol marketing can reach underage children and adolescents (Winpenny et al., ), (c) alcohol brands market products differently in different countries (Gupta et al., ), and (d) the content of Tweets can be used to predict the alcohol consumption of US counties (Curtis et al., ,).…”

Section: Alcohol‐related Blackoutsmentioning

confidence: 99%

“Can't Wait to Blackout Tonight”: An Analysis of the Motives to Drink to Blackout Expressed on Twitter

Riordan

Merrill

Ward

2019

Alcoholism Clin & Exp Res

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Background: Alcohol-related blackouts are associated with a range of negative consequences and are common among social drinkers. Discussing alcohol use on social networking platforms (e.g., Twitter) is common and related to higher alcohol consumption levels. Due to the widespread nature of alcohol-related social networking posts and alcohol-related blackouts, we examined the content of alcoholrelated blackouts posts/"Tweets" on Twitter, with a focus on intentions to black out and specific motivations for blacking out.Methods: A set of Tweets containing "blackout," "blackout," "blacking out," "blacked out," or "blacks out" were collected from April 26, 2018, and April 29, 2018. Using NVivo software, we coded all preblackout Tweets (i.e., before the blackout experience) for intentions and motives to blackout.Results: Most Tweets that we collected expressed an intention to blackout and these intentions ranged in strength (i.e., will blackout vs. might blackout). With respect to specific motives for blacking out, celebration motives were identified. For example, Tweets addressed blacking out to celebrate one's birthday, someone else's birthday, a school or work accomplishment, a sports win, during a vacation, or a holiday. Another endorsed motive for blacking out was loss or coping motives. For example, the Tweets commented on blacking out to deal with stress or a bad day.Conclusion: Our findings suggest that Twitter users express intentions to blackout due to celebration or coping reasons. Given the consequences associated with blackout drinking, future research should consider the link between blackout intentions, blackout motives, and alcohol-related harm.

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Section: Alcohol‐related Blackoutsmentioning

confidence: 99%

“Can't Wait to Blackout Tonight”: An Analysis of the Motives to Drink to Blackout Expressed on Twitter

Riordan

Merrill

Ward

2019

Alcoholism Clin & Exp Res

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“…Popular social media such as Facebook offer tremendous possibilities for analysing audiences'/users' engagement with public health messages yet also potentially open up new spaces in which powerful industries might circumvent codes of practice, targeting younger audiences who may be unaware of the pernicious nature of alcohol marketing. As Gupta, Pettigrew, Lam, and Tait (2018) highlight, this form of marketing is flexible and userfocused: it can be adapted to suit the preferences of consumers, albeit without their knowledge, offering fresh challenges for regulation.…”

Section: Editorialmentioning

confidence: 99%

The media and public health: where next for critical analysis?

Henderson

Hilton

2018

Critical Public Health

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“…Consequently, several authors have analysed the suitability of the contents of beer brands on SM. In this line, some authors have analysed the regulatory compliance of beer brands' advertising on SM (Carah et al , 2018; Kelly and Gerrish, 2019; Noel and Babor, 2017); compared the dialogue between members of a beer and a Lego online community (Christensen et al , 2017); analysed the emotional appeal of beer advertising on Facebook to increase the probability that the ad will be remembered and influence future drinking occasions (Noel and Babor, 2018); compared the effects of beer SM communication with traditional media communication (Morra et al , 2018); and studied how Indian and Australian beer brands engage users on Facebook (Gupta et al , 2017). To date, however, no previous research has related beer brands' SM contents to traffic and brand social visibility.…”

Section: Introductionmentioning

confidence: 99%

“…Next, social visibility will depend on the brand's capacity to turn users into active marketers and create viral communications and viral marketing (Borges-Tiago et al , 2019). Nevertheless, whilst the literature has often studied content and traffic (Gupta et al , 2017; De Vries and Carlson, 2014; Kim and Ko, 2012), the correlation with brand social visibility has received no prior attention in the literature (Hanna et al , 2011).…”

Section: Introductionmentioning

confidence: 99%

The social side of business: content, traffic and visibility

Pacheco

Briz

Urbano

2023

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PurposeThe aim of this research is to explore content, traffic and visibility on four social platforms to boost social visibility.Design/methodology/approachThe study explores content, traffic and visibility in the context of Spanish beer brands. A sample of 3,332 beer brands' social media (SM) sites, specifically the four most commonly used platforms amongst Spaniards, was analysed. An inductive content analysis by a panel of experts identified the main contents. A cluster analysis then divided the significantly different beer brand SM sites, and a Kruskal–Wallis test confirmed the significant differences by content and traffic. To determine and predict SM visibility, a binary logistic regression was conducted.FindingsThe findings reveal that traffic is not significantly correlated with social visibility. Moreover, the SM sites with the highest traffic show significant leisure content. Twitter is significantly different network in traffic and content, whilst YouTube is the best for boosting social visibility.Practical implicationsThe study's findings constitute valuable information in understanding how content, traffic and visibility are correlated and help in managing brands' public presence and exposure on SM.Originality/valueThis study contributes to the existing literature by exploring four SM platforms (Twitter, Instagram, YouTube and Facebook), two dimensions of SM interactions (traffic and social visibility) and three main focal points of contents (leisure, product and promotion). This research bridges the gap amongst content, traffic and social visibility and ascertains how to gain traffic and boost social visibility.

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How alcohol marketing engages users with alcohol brand content on Facebook: an Indian and Australian perspective

Cited by 12 publications

References 17 publications

“Can't Wait to Blackout Tonight”: An Analysis of the Motives to Drink to Blackout Expressed on Twitter

“Can't Wait to Blackout Tonight”: An Analysis of the Motives to Drink to Blackout Expressed on Twitter

The media and public health: where next for critical analysis?

The social side of business: content, traffic and visibility

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