Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/25798
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dc.contributor.advisorMoodie, Crawford-
dc.contributor.advisorBauld, Linda-
dc.contributor.advisorHastings, Gerard-
dc.contributor.advisorBonner, Adrian-
dc.contributor.authorCritchlow, Nathan-
dc.date.accessioned2017-08-28T12:41:25Z-
dc.date.issued2017-04-10-
dc.identifier.citationCritchlow, 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), 328-336.en_GB
dc.identifier.citationCritchlow, N., Moodie, C., Bauld, L., Bonner, A., & Hastings, G. (2017). Awareness of, and participation with, user-created alcohol promotion, and the association with risky drinking in young adults. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 11(2), article 4.en_GB
dc.identifier.citationCritchlow, N. (in press). Health and wellbeing in the digital society. In A. Bonner (Ed.), Social determinants of health: An interdisciplinary approach to social inequality and well being. Bristol: Policy Press.en_GB
dc.identifier.urihttp://hdl.handle.net/1893/25798-
dc.description.abstractContext: There are two ways that digital media may influence alcohol use. The first is commercial alcohol marketing. The second is user-created alcohol promotion, defined as content distributed through new media that promotes consumption, but independent of commercial marketing. This thesis explores how both types of content promote alcohol, what association there is between exposure and alcohol-related attitudes and behaviour, and the differences between marketing and user-created promotion. Method: A mixed method design was employed, divided into two studies. The first was a content analysis of the design features, topical references, and messages suggested about alcohol in digital marketing and user-created promotion on Facebook, Twitter, and YouTube. The second was a cross-sectional survey with young adults (n = 405). This measured awareness of, and participation with, digital marketing and user-created promotion, and the association with consumption, higher-risk drinking, brand recall, expectancies, and drinking motives. Results: The content analysis found that digital marketing had personalised designs which contained subtle and positive messages about consumption, whereas user-created promotion had simpler designs, displayed little ethical practice, and contained overt messages about higher-risk drinking. The cross-sectional survey found that young adults were aware of, and participating with, both digital marketing and user-created promotion, with exposure greater for the latter. Exposure to both types of content was positively associated with alcohol use, higher-risk consumption, and drinking intentions. User-created promotion had a stronger association with all outcomes than marketing. The association between exposure and consumption, for both types of content, was mediated through drinking motives and expectancies. Conclusion: Young adults are aware of, and participating with, a range of digital marketing and user-created promotion. That such exposure is associated with alcohol-related attitudes and behaviour highlights the potential of new media to influence alcohol consumption. Further research is required to better understand young people’s experience with digital media and the challenges of addressing online health risk messages.en_GB
dc.language.isoenen_GB
dc.publisherUniversity of Stirlingen_GB
dc.subjectAlcohol marketingen_GB
dc.subjectUser-created alcohol promotionen_GB
dc.subjectAlcohol consumptionen_GB
dc.subjectYoung adultsen_GB
dc.subjectAlcohol advertisingen_GB
dc.subjectDigital alcohol marketingen_GB
dc.subjectDrinking motivesen_GB
dc.subjectOutcome expectanciesen_GB
dc.subjectContent analysisen_GB
dc.subjectCross-sectional surveyen_GB
dc.subjectUser-generated contenten_GB
dc.subjectMediationen_GB
dc.subject.lcshSocial marketingen_GB
dc.subject.lcshTeenagers Alcohol useen_GB
dc.subject.lcshYouth Alcohol useen_GB
dc.subject.lcshAdvertising Alcoholic beveragesen_GB
dc.titleAn investigation into digital alcohol marketing and user-created alcohol promotion, and the association with young adult’s alcohol-related knowledge, attitudes, and behaviouren_GB
dc.typeThesis or Dissertationen_GB
dc.type.qualificationlevelDoctoralen_GB
dc.type.qualificationnameDoctor of Philosophyen_GB
dc.rights.embargodate2022-09-01-
dc.rights.embargoreasonI am still writing a number of publications associated with the research presented in the thesis, and thus would like access to be restricted until all publications have been completed.en_GB
dc.contributor.funderFunded by the Salvation Army UK & Ireland.en_GB
dc.author.emailnathan.critchlow@stir.ac.uken_GB
dc.rights.embargoterms2022-09-02en_GB
dc.rights.embargoliftdate2022-09-02-
Appears in Collections:Faculty of Health Sciences and Sport eTheses

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