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Participation with alcohol marketing and user-created promotion on social media, and the association with higher-risk alcohol consumption and brand identification among adolescents in the UK.

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Title: Participation with alcohol marketing and user-created promotion on social media, and the association with higher-risk alcohol consumption and brand identification among adolescents in the UK.
Authors: Critchlow, Nathan, MacKintosh, Anne Marie, Hooper, Lucie, Thomas, Christopher, Vohra, Jyotsna
Source: Addiction Research & Theory. Dec2019, Vol. 27 Issue 6, p515-526. 12p. 5 Charts.
Subjects: Alcoholism risk factors, Advertising, Internet, Marketing, Regression analysis, Risk assessment, Surveys, Patient participation, Logistic regression analysis, Social media, Cross-sectional method, Adolescence
Geographic Terms: United Kingdom
Abstract: Aim: To explore participation with alcohol marketing (i.e. commenting on brand statuses) and user-created promotion on social media (i.e. photos of peers drinking) by young people in the United Kingdom (UK), and what association this has with higher-risk consumption and brand identification. Method: Online cross-sectional survey with 11–19-year olds in the UK (n = 3,399) (average age: 15 years old). Past-month participation was measured for five forms of alcohol marketing on social media and one form of user-created promotion (all Yes/No). Past-month awareness of nine wider alcohol marketing activities, social media apps used at least weekly, and ownership of branded merchandise were included as covariates. Outcomes included higher-risk consumption in current drinkers (≥5 AUDIT-C) and brand identification in all respondents (8 pictures with brand names removed). Results: Over one-in-ten respondents (13.2%) had participated with at least one form of marketing on social media or participated with user-created promotion (12.2%). For both, participation was greater in current drinkers and those of legal purchasing age. A logistic regression found that participation with two or more forms of marketing on social media (AOR = 1.96, p <.01) and participation with user-created promotion (AOR = 3.46, p <.001) were associated with higher-risk drinking. Respondents, on average, identified 2.58 (SD = 2.12) alcohol brands. A linear regression found participation with marketing on social media was not associated with brand identification (β = 0.01, p =.42) but participation with user-created promotion was (β = 0.05, p <.001). Conclusion: Social media provides opportunities for adolescents to participate with commercial marketing and user-created promotion and this is associated with higher-risk consumption and brand identification. [ABSTRACT FROM AUTHOR]
Copyright of Addiction Research & Theory is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Participation with alcohol marketing and user-created promotion on social media, and the association with higher-risk alcohol consumption and brand identification among adolescents in the UK.
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  Data: &lt;searchLink fieldCode=&quot;JN&quot; term=&quot;%22Addiction+Research+%26+Theory%22&quot;&gt;Addiction Research &amp; Theory&lt;/searchLink&gt;. Dec2019, Vol. 27 Issue 6, p515-526. 12p. 5 Charts.
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  Data: Aim: To explore participation with alcohol marketing (i.e. commenting on brand statuses) and user-created promotion on social media (i.e. photos of peers drinking) by young people in the United Kingdom (UK), and what association this has with higher-risk consumption and brand identification. Method: Online cross-sectional survey with 11–19-year olds in the UK (n = 3,399) (average age: 15 years old). Past-month participation was measured for five forms of alcohol marketing on social media and one form of user-created promotion (all Yes/No). Past-month awareness of nine wider alcohol marketing activities, social media apps used at least weekly, and ownership of branded merchandise were included as covariates. Outcomes included higher-risk consumption in current drinkers (≥5 AUDIT-C) and brand identification in all respondents (8 pictures with brand names removed). Results: Over one-in-ten respondents (13.2%) had participated with at least one form of marketing on social media or participated with user-created promotion (12.2%). For both, participation was greater in current drinkers and those of legal purchasing age. A logistic regression found that participation with two or more forms of marketing on social media (AOR = 1.96, p &lt;.01) and participation with user-created promotion (AOR = 3.46, p &lt;.001) were associated with higher-risk drinking. Respondents, on average, identified 2.58 (SD = 2.12) alcohol brands. A linear regression found participation with marketing on social media was not associated with brand identification (β = 0.01, p =.42) but participation with user-created promotion was (β = 0.05, p &lt;.001). Conclusion: Social media provides opportunities for adolescents to participate with commercial marketing and user-created promotion and this is associated with higher-risk consumption and brand identification. [ABSTRACT FROM AUTHOR]
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  Data: &lt;i&gt;Copyright of Addiction Research &amp; Theory is the property of Taylor &amp; Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder&#39;s express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.&lt;/i&gt; (Copyright applies to all Abstracts.)
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RecordInfo BibRecord:
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      – Type: doi
        Value: 10.1080/16066359.2019.1567715
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        Text: English
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      – SubjectFull: Alcoholism risk factors
        Type: general
      – SubjectFull: Advertising
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      – SubjectFull: Internet
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      – SubjectFull: Marketing
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      – SubjectFull: Regression analysis
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      – SubjectFull: Risk assessment
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      – SubjectFull: Surveys
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      – SubjectFull: Patient participation
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      – SubjectFull: Logistic regression analysis
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      – SubjectFull: Social media
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      – SubjectFull: Cross-sectional method
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      – SubjectFull: Adolescence
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      – SubjectFull: United Kingdom
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      – TitleFull: Participation with alcohol marketing and user-created promotion on social media, and the association with higher-risk alcohol consumption and brand identification among adolescents in the UK.
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              Text: Dec2019
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