How Companies Use Facebook to Promote Alcohol Brands to Young Adults

Research output: Chapter in Book/Report/Conference proceedingConference 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).

Bibliographic 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

Details

Original languageEnglish
Title of host publicationLooking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
Subtitle of host publicationProceedings of the 2013 World Marketing Congress
EditorsC. Campbell, J. Ma
Publication statusE-pub ahead of print - 2 Dec 2015
Event2013 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 201319 Jul 2013
https://cdn.ymaws.com/www.ams-web.org/resource/resmgr/Files/2013WMCPRO.pdf

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science

Conference

Conference2013 Academy of Marketing Science 16th Biennial World Marketing Congress
CountryAustralia
CityMelbourne
Period17/07/1319/07/13
Internet address