Studies on the effects of online interaction with alcohol (branded) content

In the case of online alcohol branded content various authors have argued that talking of exposure is using an outdated term that is relevant for traditional media, but less so for new media [1-3]. Instead the term interaction would be more appropriate, encapsulating both exposure to direct digital advertising, as well as clicking on banners, sharing and liking (viral) campaigns on social media as well as playing online games [1-3].

Summaries of articles:

References:

[1] Brodmerkel, S. and Carah, N. (2013), Alcohol brands on Facebook: the challenges of regulating brands on social media. J. Publ. Aff., 13: 272–281. doi: 10.1002/pa.1466

[2] Nicholls, J. (2012). Everyday, everywhere: alcohol marketing and social media—Current Trends. Alcohol and Alcoholism47(4), 486-493.

[3] McCreanor, T., Lyons, A., Griffin, C., Goodwin, I., Moewaka Barnes, H., & Hutton, F. (2013). Youth drinking cultures, social networking and alcohol marketing: implications for public health. Critical public health23(1), 110-120.