Alcohol brand websites

implications for social marketing

Lance Barrie, Ross Gordon, Sandra C. Jones

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

This paper presents the findings from exploratory research that explored young people's attitudes and responses to alcohol brand websites. In recent years alcohol marketing spend has increasingly shifted away from spending on advertising in traditional media to other channels such as Internet and social media (Gordon, 2011). Systematic reviews of the evidence suggest that alcohol marketing is associated with drinking behaviours (Anderson et al. 2009). Therefore, research on the nature and impact of marketing in such channels is warranted. The findings from this study can help inform upstream social marketing (advocacy, policy making) to regulate alcohol marketing (Hastings, 2007), and provide competitive analysis to inform alcohol social marketing interventions downstream (Gordon, 2011b).
Original languageEnglish
Title of host publicationProceedings of the 2012 International Social Marketing Conference
Place of PublicationBrisbane, QLD
PublisherGriffith University
Pages30-33
Number of pages4
Publication statusPublished - 2012
Externally publishedYes
EventInternational Social Marketing Conference - Brisbane, QLD
Duration: 28 Jun 201229 Jun 2012

Conference

ConferenceInternational Social Marketing Conference
CityBrisbane, QLD
Period28/06/1229/06/12

Keywords

  • websites
  • implications
  • social
  • marketing
  • brand
  • alcohol

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