Alcohol brand websites: Implications for social marketing
Conference item
Barrie, Lance, Gordon, Ross and Jones, Sandra C.. (2012). Alcohol brand websites: Implications for social marketing. In K. Kubacki and S. Rundle-Thiele (Ed.). Brisbane, Australia: Department of Marketing, Griffith University. pp. 30 - 33
Authors | Barrie, Lance, Gordon, Ross and Jones, Sandra C. |
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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). |
Year | 2012 |
Publisher | Department of Marketing, Griffith University |
Web address (URL) | http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1206&context=sspapers |
Open access | Open access |
Publisher's version | |
Book title | 2012 International social marketing conference (ISM): conference proceedings |
Page range | 30 - 33 |
Research Group | Centre for Health and Social Research |
Place of publication | Brisbane, Australia |
Editors | K. Kubacki and S. Rundle-Thiele |
https://acuresearchbank.acu.edu.au/item/85z08/alcohol-brand-websites-implications-for-social-marketing
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