The use of Facebook to promote drinking among young consumers

Caroline Moraes, Nina Michaelidou, Rita Meneses

Research output: Contribution to journalArticlepeer-review

23 Citations (Scopus)
308 Downloads (Pure)


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.
Original languageEnglish
Pages (from-to)1377-1401
JournalJournal of Marketing Management
Issue number13-14
Publication statusPublished - 3 Jun 2014


  • alcohol brands
  • Facebook
  • focus groups
  • netnography
  • social networking sites


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