How Companies Use Facebook to Promote Alcohol Brands to Young Adults

Nina Michaelidou; Caroline Moraes

doi:10.1007/978-3-319-24184-5_123

How Companies Use Facebook to Promote Alcohol Brands to Young Adults

Nina Michaelidou
, Caroline Moraes

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

How do alcohol brands use Facebook to promote drinking to young adults? This topic is important due to the ethical issues involved in alcohol promotion through social media platforms that are particularly appealing to young people; due to the lack of advertising regulation on social media until March 2011 in the United Kingdom (Plunkett 2010); given the scant attention received by this subject within the marketing and business ethics literature, and finally due to the recent data on alcohol consumption which shows that 24% of British adults (33% men and 16% women) are classified as hazardous drinkers (NHS 2011).

Original language	English
Title of host publication	Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
Subtitle of host publication	Proceedings of the 2013 World Marketing Congress
Editors	C. Campbell, J. Ma
Publisher	Springer
Pages	487-490
Number of pages	4
ISBN (Electronic)	978-3-319-24184-5
ISBN (Print)	978-3-319-24182-1, 978-3-319-37362-1
DOIs	https://doi.org/10.1007/978-3-319-24184-5_123
Publication status	E-pub ahead of print - 2 Dec 2015
Event	2013 Academy of Marketing Science 16th Biennial World Marketing Congress: Looking forward, looking back: Drawing on the past to shape the future of Marketing - Monash University, Melbourne, Australia Duration: 17 Jul 2013 → 19 Jul 2013 https://cdn.ymaws.com/www.ams-web.org/resource/resmgr/Files/2013WMCPRO.pdf

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Conference

Conference	2013 Academy of Marketing Science 16th Biennial World Marketing Congress
Country/Territory	Australia
City	Melbourne
Period	17/07/13 → 19/07/13
Internet address	https://cdn.ymaws.com/www.ams-web.org/resource/resmgr/Files/2013WMCPRO.pdf

Bibliographical note

Michaelidou N., Moraes C. (2016) How Companies Use Facebook to Promote Alcohol Brands to Young Adults. In: Campbell C., Ma J. (eds) Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. Doi: https://doi.org/10.1007/978-3-319-24184-5_123

Access to Document

10.1007/978-3-319-24184-5_123Licence: None: All rights reserved

Cite this

Michaelidou, N., & Moraes, C. (2015). How Companies Use Facebook to Promote Alcohol Brands to Young Adults. In C. Campbell, & J. Ma (Eds.), Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress (pp. 487-490). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer. Advance online publication. https://doi.org/10.1007/978-3-319-24184-5_123

Michaelidou, Nina ; Moraes, Caroline. / How Companies Use Facebook to Promote Alcohol Brands to Young Adults. Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. editor / C. Campbell ; J. Ma. Springer, 2015. pp. 487-490 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

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abstract = "How do alcohol brands use Facebook to promote drinking to young adults? This topic is important due to the ethical issues involved in alcohol promotion through social media platforms that are particularly appealing to young people; due to the lack of advertising regulation on social media until March 2011 in the United Kingdom (Plunkett 2010); given the scant attention received by this subject within the marketing and business ethics literature, and finally due to the recent data on alcohol consumption which shows that 24\% of British adults (33\% men and 16\% women) are classified as hazardous drinkers (NHS 2011). ",

author = "Nina Michaelidou and Caroline Moraes",

note = "Michaelidou N., Moraes C. (2016) How Companies Use Facebook to Promote Alcohol Brands to Young Adults. In: Campbell C., Ma J. (eds) Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. Doi: https://doi.org/10.1007/978-3-319-24184-5\_123; 2013 Academy of Marketing Science 16th Biennial World Marketing Congress : Looking forward, looking back: Drawing on the past to shape the future of Marketing ; Conference date: 17-07-2013 Through 19-07-2013",

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Michaelidou, N & Moraes, C 2015, How Companies Use Facebook to Promote Alcohol Brands to Young Adults. in C Campbell & J Ma (eds), Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, pp. 487-490, 2013 Academy of Marketing Science 16th Biennial World Marketing Congress, Melbourne, Victoria, Australia, 17/07/13. https://doi.org/10.1007/978-3-319-24184-5_123

How Companies Use Facebook to Promote Alcohol Brands to Young Adults. / Michaelidou, Nina; Moraes, Caroline.
Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. ed. / C. Campbell; J. Ma. Springer, 2015. p. 487-490 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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N2 - How do alcohol brands use Facebook to promote drinking to young adults? This topic is important due to the ethical issues involved in alcohol promotion through social media platforms that are particularly appealing to young people; due to the lack of advertising regulation on social media until March 2011 in the United Kingdom (Plunkett 2010); given the scant attention received by this subject within the marketing and business ethics literature, and finally due to the recent data on alcohol consumption which shows that 24% of British adults (33% men and 16% women) are classified as hazardous drinkers (NHS 2011).

AB - How do alcohol brands use Facebook to promote drinking to young adults? This topic is important due to the ethical issues involved in alcohol promotion through social media platforms that are particularly appealing to young people; due to the lack of advertising regulation on social media until March 2011 in the United Kingdom (Plunkett 2010); given the scant attention received by this subject within the marketing and business ethics literature, and finally due to the recent data on alcohol consumption which shows that 24% of British adults (33% men and 16% women) are classified as hazardous drinkers (NHS 2011).

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Michaelidou N, Moraes C. How Companies Use Facebook to Promote Alcohol Brands to Young Adults. In Campbell C, Ma J, editors, Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. Springer. 2015. p. 487-490. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Epub 2015 Dec 2. doi: 10.1007/978-3-319-24184-5_123

How Companies Use Facebook to Promote Alcohol Brands to Young Adults

Abstract

Publication series

Conference

Bibliographical note

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Cite this