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Effect Of Social Media Characteristics On Perceptions Of Alcohol-Branded Social Media Content, Jonathan K. Noel
Effect Of Social Media Characteristics On Perceptions Of Alcohol-Branded Social Media Content, Jonathan K. Noel
Doctoral Dissertations
Background: Alcohol advertising has recently expanded onto social networking sites (SNSs), which allows users to interact with alcohol ads through user engagement features (e.g. Likes or Shares) and user-generated comments. Few studies have evaluated alcohol advertising on SNSs or investigated how ad interactivity may influence ad perceptions. Two inter-related studies were conducted to answer these questions. Methods: In Study 1, alcohol advertising posted on Facebook by Budweiser and Bud Light were evaluated for compliance with a self-regulated alcohol advertising code and for thematic content. User-generated comments written in response to these ads were also evaluated. The results of this study …