Everyday, Everywhere
Alcohol Marketing and Social Media—Current Trends
Bibliographic Data
| ID | 23346372 |
|---|---|
| Authors | James Nicholls (0000-0003-4638-1972, Bath Spa University, corresponding author) |
| Year | 2012 |
| Volume | 47 |
| Issue | 4 |
| Pages | 486-493 |
| Publication date | 2012-07-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Alcohol and Alcoholism (JOURNAL) |
| Journal identifiers | ISSN: 0735-0414 • E-ISSN: 1464-3502 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1093/alcalc/ags043 |
| PMID | 22532575 |
| OpenAlex | W2032069928 |
| Language | EN |
| Citations received | 62 |
| References cited | 19 |
AIMS: To provide a snapshot content analysis of social media marketing among leading alcohol brands in the UK, and to outline the implications for both regulatory policies and further research. METHODS: Using screengrab technology, the complete Facebook walls and Twitter timelines for 12 leading UK alcohol brands in November 2011 were captured and archived. A total of 701 brand-authored posts were identified and categorized using a thematic coding frame. Key strategic trends were identified and analysed in the light of contextual research into recent developments in marketing practice within the alcohol industry. RESULTS: A number of dominating trends were identified. These included the use of real-world tie-ins, interactive games, competitions and time-specific suggestions to drink. These methods reflect a strategy of branded conversation-stimulus which is favoured by social media marketing agencies. CONCLUSION: A number of distinct marketing methods are deployed by alcohol brands when using social media. These may undermine policies which seek to change social norms around drinking, especially the normalization of daily consumption. Social media marketing also raises questions regarding the efficacy of reactive regulatory frameworks. Further research into both the nature and impact of alcohol marketing on social media is needed.
Advertising · Business · Conversation · Digital marketing · Influencer marketing · Marketing management · Political science · Public relations · Qualitative research · Relationship marketing · Social marketing · Social media · Social media marketing · Social science · Sociology · Thematic analysis · Timeline · Digital Marketing and Social Media · Marketing · Psychology · Social Media in Health Education · Substance Abuse Treatment and Outcomes
Taxing Taste and Gender
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Youth drinking cultures, social networking and alcohol marketing
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New Zealand Students and ‘Cultures of Intoxication’
Meta‐Analysis of the Association of Alcohol‐Related Social Media Use with Alcohol Consumption and Alcohol‐Related Problems in Adolescents and Young Adults
A rapid evidence review of the effectiveness and cost-effectiveness of alcohol control policies
Alcohol-branded merchandise
I Wouldn’t Be Friends with Someone If They Were Liking Too Much Rubbish”
Alcohol marketing on YouTube
Hidden Habitus’
Alcohol marketing in televised international football
Liquor licences issued to Australian schools
Copromotion across commercial determinants of health
‘If you’ve got it shown to you from a young age, it’s going to be more hardwired into your brain’
Implications of Twitter in Health-Related Research
“If You Don’t Drink at University, You’re Going to Struggle to Make Friends” Prospective Students’ Perceptions around Alcohol Use at Universities in the United Kingdom
Consumer protection messages in alcohol marketing on Twitter in Ireland
Connected and consuming
Alcohol marketing policy and advertising exposure in low and middle income Latin American countries
Digital alcohol marketing and gender
Alcohol corporations and the metaverse
The alcohol advertising ban in Norway
Hidden Persuasion
Are changes in binge drinking among European adolescents driven by changes in computer gaming
Interdependent self-construal and number of Twitter followers
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Alcohol brands on Facebook
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An exploration of alcohol advertising on social networking sites
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Trends in adolescent alcohol use in the Netherlands, 1992–2015
Everyone can loosen up and get a bit of a buzz on”
We're in this together’
Examining trends in the representation of young people and alcohol in Australian newspapers over twenty years (2000–2019)
Programmatic alcohol advertising, social media and public health
An examination of the role of changes in country-level leisure time internet use and computer gaming on adolescent drinking in 33 European countries
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| Unique citing works | 62 |
|---|---|
| Citations per year | 4,43 |
| Citation span | 2012 - 2026 (15) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 55 |