Social Media Alcohol Marketing and Its Impact on Young People’s Alcohol Use: A Comparison between India and Australia
Access Status
Open access
Authors
Gupta, Himanshu
Date
2018Supervisor
Robert Tait
Type
Thesis
Award
PhD
Metadata
Show full item recordFaculty
Health Sciences
School
National Drug Research Institute NDRI
Collection
Abstract
A cross-national comparison of 1) marketing strategies used by leading Indian and Australian alcohol brands on their official social media (SM) pages and 2) the association between exposure to SM alcohol marketing and alcohol use among young Indians and Australians, was conducted. Results suggest that alcohol companies tailor strategies to specific national contexts to engage users with these strategies. Significant associations were identified between alcohol-related content posted on SM and young people’s alcohol use.
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