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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Awareness of, and participation with, digital alcohol marketing, and the association with frequency of high episodic drinking among young adults
Authors: Critchlow, Nathan
Moodie, Crawford
Bauld, Linda
Bonner, Adrian
Hastings, Gerard
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Keywords: Alcohol marketing
binge drinking
digital alcohol marketing
high episodic drinking
quantitative research
traditional alcohol marketing
young adults
Issue Date: 2016
Publisher: Taylor and Francis
Citation: Critchlow N, Moodie C, Bauld L, Bonner A & Hastings G (2016) Awareness of, and participation with, digital alcohol marketing, and the association with frequency of high episodic drinking among young adults, Drugs: Education, Prevention, and Policy, 23 (4), pp. 328-336.
Abstract: Aim: To explore the association between awareness of traditional and digital marketing, participation with digital marketing and young adults’ frequency of high episodic drinking (HED). Methods: An online cross-sectional survey of 18–25 year olds (n = 405) measured awareness of nine traditional marketing channels, and awareness of, and participation with, 11 digital marketing channels. HED was measured using the final item from the Alcohol Use Disorders Identification Test – Consumption (AUDIT-C). Findings: Respondents, on average, were aware of alcohol being marketed through 4.30 traditional and 6.23 digital marketing channels, and had participated with marketing through 2.34 digital channels. Respondents who reported HED on at least a weekly basis reported the most awareness of, and participation with, alcohol marketing. Those who reported never engaging in HED, or doing so less than monthly, reported the lowest. Significant associations were found between awareness of, and participation with, traditional and digital alcohol marketing and increased frequency of HED. Conclusions: That digital marketing was more successful than traditional in reaching young adults, and had a stronger association with increased frequency of HED, highlights the dynamic nature of marketing communications and the need for further research to fully understand young people’s experience with digital marketing.
Type: Journal Article
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Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: University of Stirling
Institute for Social Marketing
Institute for Social Marketing
ASS Management and Support Team
Institute for Social Marketing

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