Young adults, alcohol and Facebook: a synergistic relationship

Abstract

Purpose There is a growing body of research into the utilisation of social networking sites (SNS) by alcohol marketers, but less research into how young people utilise SNS to create their own meanings of, and interactions with, alcohol. The purpose of this study was to explore young adults’ perceptions of the nexus between alcohol and SNS. Design/methodology/approach In total, 60 adults aged 18-21 years took part in an intensive data collection process over six months. All references to social media in the interviews, focus groups and written introspections were compiled and analysed. Findings Results showed social media use stimulates alcohol consumption and alcohol consumption stimulates social media use. Four main themes emerged: social engagement, identity, drinking culture and distancing. Participants reported being constantly exposed to, and often influenced by, images of their peers enjoying themselves while consuming alcohol, with little representation of negative outcomes. Research limitations/implications The relationship between SNS, social norms and drinking behaviours is complex; there is a need for further research into the dynamics of this relationship to inform social marketing interventions. Originality/value While there is a body of research into commercial references to alcohol on SNS, there is less research into the ways young people utilise SNS to create their own meanings of, and interactions with, alcohol. The consumer research that has been conducted to date has focused on quantifying references to alcohol and drinking behaviours, observing profiles or surveying users. This study addresses a key gap in the literature that is needed to inform social marketing interventions to reduce excessive alcohol consumption: when, why and how do young people post about alcohol.

Alcohol marketing on YouTube: exploratory analysis of content adaptation to enhance user engagement in different national contexts

“…There is evidence that exposure to online alcohol marketing increases the likelihood of alcohol use and subsequent alcohol-related problems [ 1 , 3 ]. Thus, understanding online alcohol marketing strategies is an important prerequisite for policy changes and other interventions.…”

“…Along with conventional marketing media such as television and print, alcohol marketers have adopted social media platforms as contemporary marketing tools. As well as influencing alcohol use [ 1 , 2 ], online conversations about alcohol are postulated to become central to identity construction processes, development, and maintenance of relationships and lifestyles [ 3 ]. These intertwined processes of identity construction and influence make social media a powerful medium for alcohol marketers to create and effectuate strategies to target audiences, including young people [ 4 – 6 ].…”

The association between exposure to social media alcohol marketing and youth alcohol use behaviors in India and Australia

“…Accessing social networking sites (SNS) has become a common pastime for young people, with these websites considered an integral part of their leisure and friendship networks [ 5 , 6 ]. This development has provided alcohol companies with an opportunity to utilize SNS as highly effective platforms to reach this group and promote their products [ 7 ].…”

“…The studies examining the effects of exposure to alcohol marketing on SNS indicate that exposed youth are likely to develop positive attitudes towards alcohol use [ 5 , 12 ], regularly consume alcohol [ 13 ], engage in heavy and risky drinking [ 14 ], and experience subsequent alcohol-related problems/disorders [ 15 ].…”

The structure of sustainability marketing research: a bibliometric review and directions for future research

“…The authors have focused on moderate drinking behavior and promoting responsible drinking (Fry et al. , 2014); social media and its influence on alcohol consumption (Jones et al. , 2017); midstream social marketing and retailer adherence to alcohol-related laws (Kamin and Kokole, 2016) and alcohol usage among youths (Jones et al.…”