In the case of online alcohol branded content various authors have argued that talking of exposure is using an outdated term that is relevant for traditional media, but less so for new media [1-3].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:
 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 health, 23(1), 110-120.
 Gupta, H., Lam, T., Pettigrew, S., Tait,R.J. (2018). Alcohol marketing on YouTube: exploratory analysis of content adaptation to enhance user engagement in different national contexts; BMC Public Health BMC series – open, inclusive and trusted 2018 18:141
H. Hendriks, B. van den Putte, W.A. Gebhardt and M.A. Moreno (2018); Social Drinking on Social Media: Content Analysis of the Social Aspects of Alcohol-Related Posts on Facebook and Instagram; In: Journal of Medical Internet Research; 20(6); e 226.