New opportunities in social media for ad-restricted alcohol products: The case of ‘Yeni Rakı’

Uzunoğlu, Ebru; Öksüz, Burcu

doi:10.1080/13527266.2012.684067

Cited by 10 publications

(6 citation statements)

References 40 publications

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“…One brand tweet is approximately correlated to one follower and half a like. These results are in consonance with Uzunoglu and Oksuz (2014), who demonstrated that tweets can encourage likes and engagement (Kim and Ko, 2012; De Vries and Carlson, 2014). Results suggest that social beer marketers can exploit Twitter interactions and explore the platform for new opportunities for businesses.…”

Section: Resultssupporting

confidence: 87%

“…The brand is responsible for developing the content used to attract users' attention and motivate user traffic and engagement (Castillo-Abdul et al , 2022; Jaccard and Jacoby, 2010). In doing so, Uzunoglu and Oksuz (2014) pointed out the possibility to create interactivity on SM, both brand-to-consumer and consumer-to-consumer. On the one hand, social marketing activities can be created directly by brands using brand-created contents (Castillo-Abdul et al , 2022; Morra et al , 2018).…”

Section: Introductionmentioning

confidence: 99%

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The social side of business: content, traffic and visibility

Pacheco

Briz

Urbano

2023

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PurposeThe aim of this research is to explore content, traffic and visibility on four social platforms to boost social visibility.Design/methodology/approachThe study explores content, traffic and visibility in the context of Spanish beer brands. A sample of 3,332 beer brands' social media (SM) sites, specifically the four most commonly used platforms amongst Spaniards, was analysed. An inductive content analysis by a panel of experts identified the main contents. A cluster analysis then divided the significantly different beer brand SM sites, and a Kruskal–Wallis test confirmed the significant differences by content and traffic. To determine and predict SM visibility, a binary logistic regression was conducted.FindingsThe findings reveal that traffic is not significantly correlated with social visibility. Moreover, the SM sites with the highest traffic show significant leisure content. Twitter is significantly different network in traffic and content, whilst YouTube is the best for boosting social visibility.Practical implicationsThe study's findings constitute valuable information in understanding how content, traffic and visibility are correlated and help in managing brands' public presence and exposure on SM.Originality/valueThis study contributes to the existing literature by exploring four SM platforms (Twitter, Instagram, YouTube and Facebook), two dimensions of SM interactions (traffic and social visibility) and three main focal points of contents (leisure, product and promotion). This research bridges the gap amongst content, traffic and social visibility and ascertains how to gain traffic and boost social visibility.

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Section: Resultssupporting

confidence: 87%

Section: Introductionmentioning

confidence: 99%

The social side of business: content, traffic and visibility

Pacheco

Briz

Urbano

2023

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“…• interviews with celebrities • free downloads of music, pictures and messaging accessories • notices of parties, and competitions for tickets to enter party events • notices of events (sports, music) • free downloadable apps for entertainments, games, hangover advice, alcohol intake monitoring and local retailer location • free downloadable widgets to aid invitations to parties via smartphones • opportunities to upload messages and photos to the brand website or Facebook page • opportunities to purchase branded merchandise and collectables • opportunities to purchase alcohol for direct delivery • competitions for user-generated videos, cocktail recipes, apps and games • tacit approval for unofficial brand-promoting Facebook pages (some brands have more than 50 of these) • social media being used by local alcohol outlets, bars and pubs to encourage clients' messaging and photo-sharing. Uzunoglu [19] noted that a successful strategy for alcohol marketers uses digital media to exploit interactivity, both 'business-to-consumer' and 'consumer-to-consumer'. As Carah ([20], p. 5) comments: "These interactions make brands a part of everyday conversations on Facebook and allow [the brands] to become part of the continuous 'flow' of content in the news feeds of their followers.…”

Section: Is There Evidence That Alcohol Marketing Through Digital Medmentioning

confidence: 99%

“…Uzunoglu [19] noted that a successful strategy for alcohol marketers uses digital media to exploit interactivity, both 'business-to-consumer' and 'consumer-to-consumer'. As Carah ([20], p. 5) comments: "These interactions make brands a part of everyday conversations on Facebook and allow [the brands] to become part of the continuous 'flow' of content in the news feeds of their followers.…”

Section: What Methods Of Promotional Marketing Are Used and To What mentioning

confidence: 99%

The commercial use of digital media to market alcohol products: a narrative review

et al. 2016

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“…Research into the regulation of alcohol marketing on social networking platforms consistently finds such regulation is inadequate and ineffective (Hastings and Sheron, 2013; Hastings et al , 2010), not least because the interactive nature of these platforms – where young people interact with brands to co-create and amplify messages (Brodmerkel and Carah, 2013) – makes it increasingly difficult to attribute ownership of (and responsibility for) message content[1]. Thus, it is not surprising that SNS are becoming an attractive platform for alcohol marketers, particularly in more restrictive regulatory environments (Uzunoglu and Öksüz, 2014).…”

mentioning

confidence: 99%

Young adults, alcohol and Facebook: a synergistic relationship

Jones

Pettigrew

Biagioni

et al. 2017

JSOCM

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Purpose There is a growing body of research into the utilisation of social networking sites (SNS) by alcohol marketers, but less research into how young people utilise SNS to create their own meanings of, and interactions with, alcohol. The purpose of this study was to explore young adults’ perceptions of the nexus between alcohol and SNS. Design/methodology/approach In total, 60 adults aged 18-21 years took part in an intensive data collection process over six months. All references to social media in the interviews, focus groups and written introspections were compiled and analysed. Findings Results showed social media use stimulates alcohol consumption and alcohol consumption stimulates social media use. Four main themes emerged: social engagement, identity, drinking culture and distancing. Participants reported being constantly exposed to, and often influenced by, images of their peers enjoying themselves while consuming alcohol, with little representation of negative outcomes. Research limitations/implications The relationship between SNS, social norms and drinking behaviours is complex; there is a need for further research into the dynamics of this relationship to inform social marketing interventions. Originality/value While there is a body of research into commercial references to alcohol on SNS, there is less research into the ways young people utilise SNS to create their own meanings of, and interactions with, alcohol. The consumer research that has been conducted to date has focused on quantifying references to alcohol and drinking behaviours, observing profiles or surveying users. This study addresses a key gap in the literature that is needed to inform social marketing interventions to reduce excessive alcohol consumption: when, why and how do young people post about alcohol.

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New opportunities in social media for ad-restricted alcohol products: The case of ‘Yeni Rakı’

Cited by 10 publications

References 40 publications

The social side of business: content, traffic and visibility

The social side of business: content, traffic and visibility

The commercial use of digital media to market alcohol products: a narrative review

Young adults, alcohol and Facebook: a synergistic relationship

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