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Home > Saw it on Facebook, drank it at the bar! Effects of exposure to Facebook alcohol ads on alcohol-related behaviors.

Saleem, Alhabash and McAlister, Anna R and Kim, Wonkyung and Lou, Chen and Cunningham, Carie and Taylor Quilliam, Elizabeth and Richards, Jef I (2016) Saw it on Facebook, drank it at the bar! Effects of exposure to Facebook alcohol ads on alcohol-related behaviors. Journal of Interactive Advertising , 16 , (1) , pp. 44-58. DOI:10.1080/15252019.2016.1160330.

Using a 2 (beverage: beer versus water) × 2 (brand familiarity: familiar versus unfamiliar) × 3 (message repetition) mixed factorial experiment, this study investigated the effects of exposure to Facebook alcohol advertisements on intentions to consume alcohol and alcohol-related behaviors (gift card choice: bar versus coffee shop). Participants (N = 121) were exposed to Facebook ads for familiar or unfamiliar beer or water brands. Participants were more likely to select a bar than a coffee shop gift card upon exposure to beer versus water ads, which was moderated by brand familiarity and risky alcohol use (Alcohol Use Disorders Identification Test [AUDIT]). In addition, participants’ expression of intentions to consume alcohol was conditional to AUDIT and brand familiarity. Findings are discussed within the framework of the mere exposure and priming effects. The policy implications of social media advertising of alcohol are discussed.


Item Type
Article
Publication Type
Irish-related, International, Article
Drug Type
Alcohol
Intervention Type
Prevention, Harm reduction
Date
May 2016
Identification #
DOI:10.1080/15252019.2016.1160330
Page Range
pp. 44-58
Publisher
Taylor & Francis
Volume
16
Number
1
EndNote
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