An examination of how alcohol brands use sport to engage consumers on social media

Introduction and Aims To examine how alcohol brands use sport in their communication activities on social media. Despite extensive research exploring alcohol advertising and sponsorship through sport, minimal attention has been given to digital platforms. Design and Methods This study undertakes a q...

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Bibliographic Details
Published in:	Drug and alcohol review Vol. 37; no. 1; pp. 28 - 35
Main Authors:	Westberg, Kate, Stavros, Constantino, Smith, Aaron C.T., Munro, Geoff, Argus, Kevin
Format:	Journal Article
Language:	English
Published:	Australia Wiley Subscription Services, Inc 01-01-2018
Subjects:	Advertising Alcohol Alcohol use Brands Consumer behavior Consumers Content analysis Cricket Football Identity Marketing Mass media Professional soccer Rugby Social media Social networks Sponsorship sport Sports alcohol marketing social media sport
Online Access:	Get full text
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