What is it about?
Harms related to underage drinking are a major problem in Australia and a growing concern in India, and underage drinking is likely influenced by exposure to alcohol marketing. Recent work suggests that alcohol companies use tailored marketing approaches on social media to cater to specific national contexts and that consumer responses to such marketing vary by different cultural setting. Hence, we aimed to evaluate and compare (i) the types of marketing techniques alcohol marketers utilize to facilitate user engagement on their brands’ Facebook pages and (ii) the extent to which users engage with these techniques in two diverse national contexts.
Featured Image
Why is it important?
This cross-national comparison illustrates that alcohol marketing on Facebook is user-focused and flexible, works with specific national contexts, and capitalizes on the cultural meanings users invoke in their interactions with sites. The study results also demonstrate the potential for brands to engage those under the legal drinking age by delivering alcohol content on Facebook.
Perspectives
The deficiencies in the existing alcohol advertising regulations in both countries, warrants policymakers better regulating social media alcohol advertising, particularly in relation to younger social media users.
Himanshu Gupta
Curtin University
Read the Original
This page is a summary of: How alcohol marketing engages users with alcohol brand content on Facebook: an Indian and Australian perspective, Critical Public Health, April 2017, Taylor & Francis,
DOI: 10.1080/09581596.2017.1318203.
You can read the full text:
Resources
Contributors
The following have contributed to this page
