Alcohol Advertising on Social Media: Examining the Content of Popular Alcohol Brands on Instagram
Alcohol Advertising on Social Media: Examining the Content of Popular Alcohol Brands on Instagram
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DOI：
10.1080/10826084.2018.1482345
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发表时间：
2018-01-01
影响因子：
2
通讯作者：
Merianos, Ashley L.
中科院分区：
文献类型：
--
作者：
Barry, Adam E.;Padon, Alisa A.;Merianos, Ashley L.
背景：有大量证据表明，接触酒精营销会增加青少年开始和参与酒精消费的可能性。然而，专门研究社交媒体/网络平台上行业产生的酒类营销的研究却很少。目的：本次调查的目的是分析酒类品牌在 Instagram 上的促销广告内容。方法：在 30 天的时间内，对 15 个不同酒类品牌的 Instagram 资料进行了检查。每个个人资料的图片帖子/更新均被屏幕捕获并单独记录。大约 184 个不同的帖子构成了我们的最终样本。内容吸引年轻人指数由两名评估员独立雇用来评估每个帖子。对于每个特征，计算了 Cohen 的 Kappa 测量值以及相关的 95% 置信区间。进行了描述性统计。结果：帖子本周不断增加，并在周四和周五达到顶峰。所检查帖子的制作价值普遍较高，通常以颜色、纹理、光泽、对比度、面孔和动作为特色。角色吸引力和面向年轻人的类型的使用并不常见。许多帖子都利用了产品的吸引力和对消费的身体好处。这些帖子还强调了以下有益的吸引力特征：积极的情感体验、成就、个性和友情。最常见的与风险相关的编码功能是不当使用。结论/重要性：这项调查是初步尝试，旨在深入了解酒精品牌在社交网站上的促销材料中包含的内容。
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.