Trick or Drink: Offline and Social Media Hierarchical Normative Influences on Halloween Celebration Drinking

Alhabash, Saleem; Kanver, Duygu; Lou, Chen; Smith, Sandi W.; Tan, Pang‐Ning

doi:10.1080/10410236.2020.1808406

Cited by 9 publications

(15 citation statements)

References 27 publications

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“…This increases the followers' perception of the reliability of wine influencers and reduces their cognition to see an advertisement (especially when wine influencers show or claim to have had a personal experience of a wine or of a situation). Additionally, this is also in accordance with other studies [58][59][60][61] that discuss on the relationship between wine influencers and wine producers and on of their "sponsoring" activity made by posts on Social networks: paid activity of advertising by Wine Influencers which does not seem so to followers.…”

Section: Discussionsupporting

confidence: 91%

The Wine Influencers: Exploring a New Communication Model of Open Innovation for Wine Producers—A Netnographic, Factor and AGIL Analysis

Ingrassia

Altamore

Bacarella

et al. 2020

Journal of Open Innovation: Technology, Market, and Complexity

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Wine Influencers (WIs) represent a new type of independent third party endorsers that are progressively establishing themselves within social networks. This study analyzes the characteristics of the activity of WIs and the communication model used via Instagram. Netnographic Analysis, Factor Analysis and AGIL methods were applied. The results show five Key-findings within specific relationships established during discussions: advice from Wine Influencers and generalized reciprocity in relationships; structural and social bonds established based on the frequency of messages from regular followers; peer-to-peer relationship development through recommendation; development of trust established through online relationships; wine influencer’s influence on followers regarding everything about the wine. The study derives a model that explains the communication dimensions used by WIs that are: advertising (information about product/brand) (35.71%); persuasion—added value to brand and product (42.62%); brand democratization (10.07%); and identity (8.03%). This study provides a novel contribution to the open innovation process of small and medium-sized wine industries for their marketing strategies.

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Section: Discussionsupporting

confidence: 91%

The Wine Influencers: Exploring a New Communication Model of Open Innovation for Wine Producers—A Netnographic, Factor and AGIL Analysis

Ingrassia

Altamore

Bacarella

et al. 2020

Journal of Open Innovation: Technology, Market, and Complexity

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“…The properties and reference groups of descriptive norms may interact to influence individual compliance behaviors. Researchers have pointed out that the effect of descriptive norms on individual behaviors was dependent on the reference group (Ecker et al, 2019;Alhabash et al, 2021). In our study context, as public health compliance behaviors are closely related to individual life safety, individuals may have strong survival concerns when they perceive noncompliance from the majority of people around them (Wise et al, 2020).…”

Section: Descriptive Norms and Public Health Compliance Behaviorsmentioning

confidence: 86%

Follow or not? Descriptive norms and public health compliance: Mediating role of risk perception and moderating effect of behavioral visibility

Zhang

Wang

2022

Front. Psychol.

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In a pandemic context, public health events are receiving unprecedented attention, and identifying ways to enhance individual public health compliance behaviors has become an urgent practical problem. Considering that individual decisions are susceptible to group members’ behaviors and that descriptive norms provide social information about the typical behaviors of others, we focused on the effects of the properties and reference groups of descriptive norms on public health compliance behaviors. We also investigated the mechanism with risk perception as a mediator and the applicable condition with behavioral visibility as a moderator. Through a 2 × 2 × 2 between-subject survey experiment with 529 subjects, we demonstrated that (1) compared with the negative norm, the positive norm was more effective in promoting public health compliance behaviors; (2) compared with the distal group norm, the proximal group norm more significantly promoted public health compliance behaviors; (3) the effect of the property of descriptive norms on public health compliance behaviors was weakened in the treatment of the proximal group norm; (4) risk perception partially mediated the association between the property of descriptive norms and public health compliance behaviors and fully mediated the effect of the interaction of the property and the reference group of descriptive norms on public health compliance behaviors; in the treatment of the negative-proximal group norm, individuals perceived more risk, thus effectively nudging their public health compliance behaviors; (5) compared with low-visibility behaviors, public health compliance behaviors were significantly stronger for high-visibility behaviors; (6) the property of descriptive norms had a weaker effect on public health compliance behaviors for low-visibility behaviors. In terms of theoretical significance, we refined the study of descriptive norms to promote the application of behavioral public policy. Moreover, the new model of public health compliance behaviors constructed in this study explains the mechanism and applicable conditions of public health compliance behaviors. In practical terms, this study has implications for designing intervention programs to nudge public health compliance behaviors.

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“…In addition, short videos on TikTok have the potential to go “viral” or spread rapidly; thus, exposure to short videos depicting alcohol use could have far-reaching influences on individual drinking behavior. The effects of exposure to alcohol-related social media content are well-documented (e.g., see Alhabash, Kanver, et al, 2021; Smout et al, 2021), but examining specific modalities can reveal if some content is more impactful than others on individual alcohol consumption. Vanherle, Kurten, et al (2021) found that viewing textual content was associated with same-day drinking but viewing visual content was not.…”

Section: Part I: Nonspecific Content Exposurementioning

confidence: 99%

“…Conversely, mediators of the relationship between exposure to alcohol social media content and alcohol use were less varied with most studies finding injunctive norms (Geusens & Beullens, 2016; Nesi et al, 2017; Vranken et al, 2020) and descriptive norms (Alhabash, Kanver, et al, 2021, Boyle et al, 2016; Brunelle & Hopley, 2017; Davis et al, 2019; LaBrie, Trager, et al, 2021; Roberson et al, 2018; Vranken et al, 2020), to significantly explain this relationship both cross-sectionally and over time (9–12 months later). Other significant mediators included attitudes toward alcohol use (Geusens & Beullens, 2016; Roberson et al, 2018), enhancement drinking motives (6 months later, Boyle et al, 2016), college alcohol beliefs (6 months later, Boyle et al, 2016), and drinking identity (Geusens & Beullens, 2021).…”

Section: Part I: Nonspecific Content Exposurementioning

confidence: 99%

Using social network methodology to examine the effects of exposure to alcohol-related social media content on alcohol use: A critical review.

Strowger¹,

Braitman²

2023

Experimental and Clinical Psychopharmacology

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Peer social influence is a robust predictor of problematic drinking among young adults and adolescents; it is typically assessed by collecting nonspecific social network information (i.e., behaviors of peers globally) or specific social network information (i.e., behaviors of named friends). Socialization happens both in-person and online through social media. Exposure to alcohol-related social media content is consistently related to alcohol consumption in cross-sectional and longitudinal studies alike. Previous research has often not focused on who specifically is sharing the alcohol-related social media content with most examining effects of exposure to content posted by nonspecific network members (e.g., peers, friends) and individual alcohol consumption. The purpose of the current critical review is to describe how exposure to alcohol-related social media content is commonly measured and how including a specific social network assessment may explain more variance in alcohol use. The review found inconsistencies in the reference groups used when assessing frequency of exposure and found that specific modalities of content exposure were often not assessed. Of the 30 published studies reviewed, 15 used cross-sectional designs, which is regrettable considering that the composition of adolescent and young adult peer groups have been found to change over time possibly affecting the content viewed. Understanding factors which affect the relationship between exposure to alcohol-related social media content and individual alcohol use has implications for tailoring drinking interventions to address the unique social influence of social media content. Gaps in the literature are summarized and future directions for research are discussed.

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Trick or Drink: Offline and Social Media Hierarchical Normative Influences on Halloween Celebration Drinking

Cited by 9 publications

References 27 publications

The Wine Influencers: Exploring a New Communication Model of Open Innovation for Wine Producers—A Netnographic, Factor and AGIL Analysis

The Wine Influencers: Exploring a New Communication Model of Open Innovation for Wine Producers—A Netnographic, Factor and AGIL Analysis

Follow or not? Descriptive norms and public health compliance: Mediating role of risk perception and moderating effect of behavioral visibility

Using social network methodology to examine the effects of exposure to alcohol-related social media content on alcohol use: A critical review.

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