ArticleBMC public health2018
Alcohol marketing on YouTube: exploratory analysis of content adaptation to enhance user engagement in different national contexts.
Article in BMC public health, 2018. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 11 papers, 1 of them a synthesis that pooled it.
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Who cites it
11 citing papers in PubMed, 1 synthesis or guideline pooled it, 27 citations in OpenAlex.
- Exposure to Digital Alcohol Marketing and Alcohol Use: A Systematic Review.Journal of studies on alcohol and drugs. Supplement · 2020Pooled it
- Social and Experiential Drivers of Adolescent Alcohol Use: Evidence from an Exploratory Concept Mapping Study.Children (Basel, Switzerland) · 2026Article
- Real-Time Exposure to Alcohol Content in Digital Media in Adolescents: Protocol for a Multiburst Ecological Momentary Assessment Study.JMIR research protocols · 2025Article
- Exploring relationships between social media use, online exposure to drug-related content, and youth substance use in real time: a pilot ecological momentary assessment study in a clinical sample of adolescents and young adults.Frontiers in child and adolescent psychiatry · 2024Article
- Advanced neural network-based model for predicting court decisions on child custody.PeerJ. Computer science · 2024Article
- What Is behind In-Stream Advertising on YouTube? A Remote Neuromarketing Study employing Eye-Tracking and Facial Coding techniques.Brain sciences · 2023Article
- Cross-Sectional Associations of Screen Time Activities With Alcohol and Tobacco Consumption Among Brazilian Adolescents.International journal of public health · 2023Article
- Effects of Advertising: A Qualitative Analysis of Young Adults' Engagement with Social Media About Food.Nutrients · 2021Article
- Article
- The association between exposure to social media alcohol marketing and youth alcohol use behaviors in India and Australia.BMC public health · 2018Article
- Internet Alcohol Marketing Recall and Drinking in Underage Adolescents.Academic pediatricsArticle
Corrections and comments
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Authors and funding
4 authors at 1 institution in 1 country.
Funding
No grant is acknowledged in the PubMed record.
Abstract
backgroundWe know little about how social media alcohol marketing is utilized for alcohol promotion in different national contexts. There does not appear to be any academic work on online exposure to alcohol marketing via social media in India, and most of the limited research in Australia has focused on Facebook. Hence, the present study extends previous research by investigating alcohol promotion conducted on an under-researched form of social media (YouTube) in two contrasting geographic contexts. This study examines and compares the types of strategies used by marketers on Indian and Australian alcohol brands with the greatest YouTube presence, and the extent to which users engage with these strategies.
methodsThe 10 alcohol brands per country with the greatest YouTube presence were identified based on the number of 'subscriptions'. The number of videos, views per video, and the type of content within the videos were collected for each brand. The data were analyzed using an inductive coding approach, using NVivo 10.
resultsThe targeted brands had gathered 98,881 subscriptions (Indian brands: n = 13,868; Australian brands: n = 85,013). The type of marketing strategies utilized by brands were a mix of those that differed by country (e.g. sexually suggestive content in India and posts related to the brand's tradition or heritage in Australia) and generic approaches (e.g. encouraging time- and event-specific drinking; demonstrations of food/cocktail recipes; camaraderie; competitions and prize draws; and brand sponsorship at music, sports, and fashion events).
conclusionsThis cross-national comparison demonstrates that YouTube provides alcohol marketers with an advertising platform where they utilize tailored marketing approaches to cater to specific national contexts and develop content on the cultural meanings users invoke in their interactions with these strategies. Those exposed to alcohol marketing on YouTube are likely to include those under the legal drinking age.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.