Alcohol Advertising on Social Media: Examining the Content of Popular Alcohol Brands on Instagram

被引:33
|
作者
Barry, Adam E. [1 ]
Padon, Alisa A. [2 ]
Whiteman, Shawn D. [3 ]
Hicks, Kristen K. [4 ]
Carreon, Amie K. [1 ]
Crowell, Jarrett R. [1 ]
Willingham, Kristen L. [1 ]
Merianos, Ashley L. [5 ]
机构
[1] Texas A&M Univ, Dept Hlth & Kinesiol, College Stn, TX USA
[2] Univ Penn, Annenberg Sch Commun, Philadelphia, PA 19104 USA
[3] Utah State Univ, Dept Family Consumer & Human Dev, Logan, UT 84322 USA
[4] Texas A&M Univ, Dept Nutr & Food Sci, College Stn, TX USA
[5] Univ Cincinnati, Sch Human Serv, POB 210068, Cincinnati, OH 45221 USA
关键词
Alcohol advertising; alcohol; adolescent; Instagram; social media; underage; BINGE DRINKING; YOUNG-ADULTS; ADOLESCENTS; EXPOSURE; YOUTH; CONSUMPTION; TELEVISION; CHILDREN; MODEL; ADVERTISEMENTS;
D O I
10.1080/10826084.2018.1482345
中图分类号
R194 [卫生标准、卫生检查、医药管理];
学科分类号
摘要
Background: There is considerable evidence that exposure to alcohol marketing increases the likelihood of adolescents initiating and engaging in alcohol consumption. There is a paucity of research, however, specifically examining industry generated alcohol marketing occurring on social media/networking platforms. Objective: The purpose of this investigation was to analyze the content of promotional advertisements by alcohol brands on Instagram. Methods: For a 30-day period, Instagram profiles of 15 distinct alcohol brands were examined. Pictorial posts/updates from each profile were screen captured and individually documented. Approximately 184 distinct posts constituted our final sample. The Content Appealing to Youth Index was independently employed by two raters to assess each post. For each characteristic, Cohen's Kappa measures, and associated 95% confidence intervals, were calculated. Descriptive statistics were performed. Results: Posts increased throughout the week and peaked on Thursday and Friday. The production value of the posts examined was generally high, frequently featuring color, texture, shine, contrast, faces, and action. Character appeals and use of youth-oriented genres were uncommon. Many of the posts used product appeals and physical benefits to consumption. The posts also emphasized the following rewarding appeal characteristics: positive emotional experiences, achievement, individuality, and camaraderie. The most commonly coded risk-related feature was inappropriate use. Conclusions/Importance: This investigation represents an initial attempt to provide insights into the content alcohol brands are including in their promotional materials on social networking sites.
引用
收藏
页码:2413 / 2420
页数:8
相关论文
共 50 条
  • [1] Alcohol brands on Facebook: the challenges of regulating brands on social media
    Brodmerkel, Sven
    Carah, Nicholas
    [J]. JOURNAL OF PUBLIC AFFAIRS, 2013, 13 (03) : 272 - 281
  • [2] Alcohol cravings and engagement with alcohol content on social media
    Noel, Jonathan K.
    Serna, Fabiana
    [J]. ADDICTION RESEARCH & THEORY, 2023, 31 (03) : 184 - 190
  • [3] Social Drinking on Social Media: Content Analysis of the Social Aspects of Alcohol-Related Posts on Facebook and Instagram
    Hendriks, Hanneke
    Van den Putte, Bas
    Gebhardt, Winifred A.
    Moreno, Megan A.
    [J]. JOURNAL OF MEDICAL INTERNET RESEARCH, 2018, 20 (06)
  • [4] What popular bars post on social media platforms: a case for improved alcohol advertising regulation
    Paradis, Catherine
    Zhao, Jinhui
    Stockwell, Tim
    [J]. HEALTH PROMOTION AND CHRONIC DISEASE PREVENTION IN CANADA-RESEARCH POLICY AND PRACTICE, 2020, 40 (5-6): : 143 - 152
  • [5] Portrayal of Alcohol Brands Popular Among Underage Youth on YouTube: A Content Analysis
    Primack, Brian A.
    Colditz, Jason B.
    Rosen, Eva B.
    Giles, Leila M.
    Jackson, Kristina M.
    Kraemer, Kevin L.
    [J]. JOURNAL OF STUDIES ON ALCOHOL AND DRUGS, 2017, 78 (05) : 654 - 664
  • [6] Corporate social responsibility advertising in social media: a content analysis of the fashion industry's CSR advertising on Instagram
    Kwon, Kyeongwon
    Lee, Jaejin
    [J]. CORPORATE COMMUNICATIONS, 2021, 26 (04) : 700 - 715
  • [7] ALCOHOL AND SOCIAL MEDIA: A SYSTEMATIC REVIEW OF ALCOHOL ADVERTISING AND HEALTH PROMOTION ON FACEBOOK AND TWITTER
    Hare, James
    Dietze, Paul
    Lim, Megan
    [J]. DRUG AND ALCOHOL REVIEW, 2014, 33 : 30 - 30
  • [8] The Role of Social Media in Advertising: An Examination of Instagram
    Kiyan, Zafer
    Dikmen, Ergin Safak
    [J]. ILEF DERGISI, 2019, 6 (01): : 121 - 146
  • [9] Attention to advertising and memory for brands under alcohol intoxication
    Orquin, Jacob L.
    Jeppesen, Heine B.
    Scholderer, Joachim
    Haugtvedt, Curtis
    [J]. FRONTIERS IN PSYCHOLOGY, 2014, 5
  • [10] Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram
    Castillo-Abdul, Barbara
    Perez-Escoda, Ana
    Nunez-Barriopedro, Estela
    [J]. MEDIA AND COMMUNICATION, 2022, 10 (01): : 185 - 197