The Influence of Message Source and Advertising Regulatory Codes on Young Adults' Responses to Unacceptable Messages Posted on Social Media

Abstract

This thesis incorporates three studies to assess the effectiveness of alcohol advertising codes in Australia in the social media context. The results highlight several shortcomings and differences when they are used to evaluate marketing generated, user shared or user generated messages. Although the findings show the codes do not have an impact on young adults’ perception of the acceptability of ad/posts, it revealed exposure does reduce forwarding intention, ad liking and increase intention to complain.