Abstract
Drinking is an important part of adolescent culture (ONS, 2016). Frequently, drinking and
associated activities are shared with friends using social media (Leyshon, 2011). Social
marketing campaigns through social media was an effective approach to tackling tobacco
consumption among young people (Hastings et al. 2008), therefore, a similar approach can be
used to prevent alcohol abuse.
Perceived norms and peer influence are very important in alcohol consumption as can affect
young people behaviour (Oostveen et al.,1996; Borsari & Carey, 2001). In addition, according
to Fox et al. (1998), the context of a message can have a great impact on its effectiveness. It
follows that the sharing, via social media, of photos associating social activities with heavy
drinking may act to normalise, and even encourage, alcohol abuse. Therefore, we investigate
the link between alcohol abuse and social media use by young people, and evaluate the likely
effectiveness of online safe-drinking social marketing to help the development of effective
online social marketing messages.
The research objectives include to investigate: (1) the impact of a Facebook safe-drinking
message on young adults alcohol consumption intentions; (2) the impact of Facebook photos
showing people socialising while drinking alcohol on intention to consume alcohol in the future,
and the mediating role of a safe-drinking message; (3) the moderating impact of relevant
individual difference variables (4) the effectiveness of the safe-drinking message.
Original language | English |
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Publication status | Published - 23 Sept 2016 |
Event | European Social Marketing Conference - Aalto University, Espoo, Finland Duration: 21 Sept 2016 → 23 Sept 2016 |
Conference
Conference | European Social Marketing Conference |
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Country/Territory | Finland |
City | Espoo |
Period | 21/09/16 → 23/09/16 |