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首页> 美国卫生研究院文献>Taylor Francis Open Select >Participation with alcohol marketing and user-created promotion on social media and the association with higher-risk alcohol consumption and brand identification among adolescents in the UK
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Participation with alcohol marketing and user-created promotion on social media and the association with higher-risk alcohol consumption and brand identification among adolescents in the UK

机译：参与酒精营销和社交媒体上用户创建的促销活动并与英国青少年中高风险的酒精消费和品牌识别相关联

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>Aim: To explore participation with alcohol marketing (i.e. commenting on brand statuses) and user-created promotion on social media (i.e. photos of peers drinking) by young people in the United Kingdom (UK), and what association this has with higher-risk consumption and brand identification.>Method: Online cross-sectional survey with 11–19-year olds in the UK (n = 3,399) (average age: 15 years old). Past-month participation was measured for five forms of alcohol marketing on social media and one form of user-created promotion (all Yes/No). Past-month awareness of nine wider alcohol marketing activities, social media apps used at least weekly, and ownership of branded merchandise were included as covariates. Outcomes included higher-risk consumption in current drinkers (≥5 AUDIT-C) and brand identification in all respondents (8 pictures with brand names removed).>Results: Over one-in-ten respondents (13.2%) had participated with at least one form of marketing on social media or participated with user-created promotion (12.2%). For both, participation was greater in current drinkers and those of legal purchasing age. A logistic regression found that participation with two or more forms of marketing on social media (AOR = 1.96, p < .01) and participation with user-created promotion (AOR = 3.46, p < .001) were associated with higher-risk drinking. Respondents, on average, identified 2.58 (SD = 2.12) alcohol brands. A linear regression found participation with marketing on social media was not associated with brand identification (β = 0.01, p = .42) but participation with user-created promotion was (β = 0.05, p < .001).>Conclusion: Social media provides opportunities for adolescents to participate with commercial marketing and user-created promotion and this is associated with higher-risk consumption and brand identification.
机译：>目标：探索英国（UK）的年轻人参与酒精营销（即评论品牌状态）和用户在社交媒体上创建的促销活动（即同行喝酒的照片），以及>方法：英国11至19岁年龄段儿童的在线横断面调查（n = 3,399）（平均年龄：15岁年龄段）。过去一个月的参与度是针对社交媒体上的五种酒精营销形式和一种用户创建的促销活动（均是/否）进行衡量的。过去的九个月中，我们开展了九项更广泛的酒精营销活动，至少每周使用一次的社交媒体应用程序以及品牌商品的所有权作为协变量。结果包括当前饮酒者的高风险消费（≥5AUDIT-C）和所有受访者的品牌标识（删除了8张带有商标的图片）。>结果：十分之一的受访者（13.2％） ）参与了至少一种社交媒体营销形式或参与了用户创建的促销活动（占12.2％）。对于两者而言，当前饮酒者和合法购买者的参与度都更大。逻辑回归发现，参与社交媒体上两种或更多种形式的营销（AOR = 1.96，p <.01）和参与用户创建的促销活动（AOR = 3.46，p <.001）与高饮酒相关。受访者平均识别出2.58（SD brands = 2.12）个酒精饮料品牌。线性回归发现参与社交媒体上的营销与品牌识别无关（β= 0.01，p = 0.42），但与用户创建的促销活动的参与度（β= 0.05，p <0.001）。>结论： 社交媒体为青少年提供了参与商业营销和用户创建的促销活动的机会，这与较高风险的消费和品牌识别相关。

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