在Instagram和TikTok上通过用户生成的内容推广酒精:内容分析
Alessandro Crocetti1, Nichole Lister1, Florentine Martino1
1Institute for Health Transformation, Global Centre for Preventive Health and Nutrition, School of Health and Social Development, Faculty of Health, Deakin University, Geelong, Australia.
社交媒体上的用户生成内容 (UGC) 强烈宣传酒精, 这种庆祝内容塑造了年轻人的饮酒态度,需要更好的监管和透明度工具.
科学领域:
- 社交媒体研究
- 公共卫生
- 营销和消费者行为
背景情况:
- 用户生成的内容 (UGC) 显著影响了年轻人的与酒精有关的态度和行为.
- 人们对酒精公司如何利用社交媒体来推广品牌的理解有限.
- 在酒精营销中同行和影响者创建的内容的作用被低估了.
研究的目的:
- 通过UGC在Instagram和TikTok上进行酒精宣传的性质和程度.
- 调查酒精公司如何利用社交媒体平台吸引用户并推广产品.
主要方法:
- 在七年内对1848个公共Instagram和TikTok帖子进行内容分析.
- 对账户类型,情绪,产品配置和营销指标进行系统编码 (赞助,非公开营销).
- 专注于与酒精相关的主要标签和标签.
主要成果:
- 37%的帖子来自影响者;5%是赞助的,10%显示未披露的营销.
- 在50%的帖子中,酒精是主要焦点,其中64%的帖子是品牌产品.
- 78%的人表示支持品牌, 53%的人描述了积极的饮酒体验; 只有2%的人表示负面的后果.
结论:
- 披露的 (5%) 和未披露的 (10%) 酒精促销之间存在很大的差距,这表明透明度和监管问题.
- 消费者消费者消费者消费者消费者
- 迫切需要更严格的法规,独立的监督和透明度工具,
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