Alcohol marketing on social media: young people’s exposure, engagement and alcohol-related behaviors

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dc.citation.volumeAhead of Print
dc.contributor.authorMcCreanor T
dc.contributor.authorMoewaka Barnes A
dc.contributor.authorGoodwin I
dc.contributor.authorCarah N
dc.contributor.authorYoung J
dc.contributor.authorSpicer J
dc.contributor.authorLyons AC
dc.date.accessioned2024-09-12T02:33:20Z
dc.date.available2024-09-12T02:33:20Z
dc.date.issued2024-07-08
dc.description.abstractAim Alcohol promotions in conventional channels are associated with subsequent alcohol consumption in young people, but little is known about young people’s exposure to digital alcohol marketing. This exploratory study investigated young people’s exposure to, and engagement with, alcohol marketing on social media platforms, variations across sociodemographic groups and associations with alcohol-related behaviors. Method An online survey was conducted with 3698 participants aged between 14 and 20 years (M = 17.1; SD = 1.8) in New Zealand. The survey asked about social media use and exposure to and engagement with alcohol product marketing on their preferred platforms, alcohol consumption patterns, hazardous drinking (AUDIT-C scores) and purchasing alcohol online. Results Nearly three-quarters of the sample who responded to questions about exposure to alcohol marketing (70.6%; n = 1541) reported seeing marketing on at least one social media platform, with older respondents (18–20 years) more likely to report exposure than younger respondents (14–17 years); no differences were found across gender, ethnicity or socioeconomic groups. Over one-third of those who responded to questions about engagement (40.7%; n = 850) reported engaging with alcohol marketing and this varied by age, gender and ethnicity. Recall of exposure to alcohol marketing was less strongly associated with online purchase and having ever drunk alcohol than was engagement with alcohol marketing, which was also associated with hazardous drinking. Conclusions Engagement with alcohol marketing was more strongly related to alcohol behaviors, including online purchasing, having ever drunk alcohol, and drinking at hazardous levels, than exposure. These findings also demonstrated inequitable patterns of engagement with alcohol marketing on social media associated with these novel algorithmic marketing methods.
dc.description.confidentialfalse
dc.edition.editionJul 2024
dc.identifier.citationMcCreanor T, Moewaka Barnes A, Goodwin I, Carah N, Young J, Spicer J, Lyons AC. (2024). Alcohol marketing on social media: young people’s exposure, engagement and alcohol-related behaviors. Addiction Research and Theory. Ahead of Print.
dc.identifier.doi10.1080/16066359.2024.2373145
dc.identifier.eissn1476-7392
dc.identifier.elements-typejournal-article
dc.identifier.issn1606-6359
dc.identifier.number2373145
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/71444
dc.languageEnglish
dc.publisherTaylor and Francis Group
dc.publisher.urihttps://www.tandfonline.com/doi/full/10.1080/16066359.2024.2373145
dc.relation.isPartOfAddiction Research and Theory
dc.rights(c) 2024 The Author/s
dc.rightsCC BY-NC-ND 4.0
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectAlcohol marketing
dc.subjectbehavior
dc.subjectengagement
dc.subjectexposure
dc.subjectsocial media
dc.subjectyoung people
dc.titleAlcohol marketing on social media: young people’s exposure, engagement and alcohol-related behaviors
dc.typeJournal article
pubs.elements-id490818
pubs.organisational-groupCollege of Health
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