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.

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
Date:May 2016
Page Range:pp. 44-58
Publisher:Taylor & Francis
Volume:16
Number:1
EndNote:View
Related URLs:
Subjects:A Substance use, abuse, and dependence > Prevalence > Substance use behaviour > Alcohol consumption
B Substances > Alcohol
J Health care, prevention and rehabilitation > Risk and protective factors > Risk factors
MP-MR Policy, planning, economics, work and social services > Marketing and public relations (advertising)
N Communication, information and education > Information use and impact

Click here to request a copy of this literature (must be logged in)

Repository Staff Only: item control page