The use of Facebook to promote drinking among young consumers

Moraes, Caroline; Michaelidou, Nina and Meneses, Rita W. (2014). The use of Facebook to promote drinking among young consumers. Journal of Marketing Management, 30(13-14) pp. 1377–1401.

DOI: https://doi.org/10.1080/0267257X.2014.909512

Abstract

New media platforms including social networking sites (SNS) have changed the media landscape and enabled many-to-many communication practices that have increased youth exposure to pro-alcohol consumption messages exponentially, blurring the lines between content generated by alcohol brands, nightclubs and consumers. This study uses qualitative methods to explore the use of Facebook to promote drinking among young consumers. Focus groups with a sample of young adults between the ages of 18 and 24, and a netnographic study investigating alcohol brands, alcohol groups and nightclubs on Facebook were conducted. Findings indicate that alcohol brands and nightclubs use Facebook as a tool to communicate, co-produce and generate alcohol-related content with young adults, which encourages drinking. Findings suggest that SNS such as Facebook are changing the roles of, and inter-relationships between, advertisers and how consumers process media content, including drinking-related marketing communications.

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