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Exposition et effets, sur les jeunes, des messages en faveur de l’alcool diffusés sur les réseaux sociaux : revue de la littérature

Abstract : Aims: It is well established that alcohol advertising influences young people’s alcohol consumption. This research aims to analyse in particular the exposure and effects on young people’s behaviours and perceptions of pro-alcohol messages on social networks. Few studies have synthesised the impact of these multiple and various messages: classic advertisements, official brand pages, content issued by third parties (bars, influencers, etc.), pro-alcohol content generated by users (comments, photos, videos, etc.). Methods: A systematic literature review was carried out on (1) the exposure of young people (< 25 years) to pro-alcohol contents on social networks and (2) their effects on perceptions and drinking behaviour. Of 631 articles retrieved, 63 were included in the literature review. Results: Although variable across countries and types of exposure, young people report high levels of exposure to messages posted by the alcohol industry on social networks and even higher levels of exposure to messages posted by third parties and users. High exposure is associated with higher alcohol consumption and more positive alcohol-related perceptions, especially when young people actively engage with the content (liking, commenting, sharing, etc.). Conclusion: This research invites reflection on new forms of legal protection to adopt in order to protect young people from pro-alcohol messages on social networks. It also encourages greater reliance on digital marketing research to gain a better insight on their influence processes and how to counter them.
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https://hal.ehesp.fr/hal-03611904
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Submitted on : Thursday, March 17, 2022 - 2:12:19 PM
Last modification on : Friday, April 1, 2022 - 3:58:02 AM

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  • HAL Id : hal-03611904, version 1

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Arnaud Gatinet, Karine Gallopel-Morvan. Exposition et effets, sur les jeunes, des messages en faveur de l’alcool diffusés sur les réseaux sociaux : revue de la littérature. Journal de gestion et d'économie de la santé, 2021, 5, pp.267-303. ⟨hal-03611904⟩

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