Saw it on Facebook, Drank it at the Bar! Effects of Exposure to Facebook Alcohol Ads on Alcohol Consumption

• In Event: Antialcohol Messages

Abstract

With the growing popularity of social media and social networking sites, alcohol advertisers are shifting spending from traditional to social media. A 2 (beverage type) x 2 (brand familiarity) x 3 (message repetition) mixed factorial experiment (N = 143) investigated the effects of exposure to alcohol advertising messages on Facebook on attitudes toward the ad and the brand, as well as viral behavioral intentions, intentions to consume alcohol, and behavior (gift card choice: local bar vs. local coffee shop). The study showed that while those exposed to water ads reported more favorable attitudes toward the ad and the brand than those exposed to beer ads, those exposed to beer ads expressed greater intentions to consume alcohol and were twice as likely to select a bar than a coffee shop gift card. Findings are discussed within the framework of persuasion and priming theories, and practical and policy implications are outlined.

Authors

• Saleem Elias Alhabash, Michigan State U

• Anna R. McAlister, Michigan State U

• Wonkyung Kim, Michigan State U

• Chen Lou, Michigan State U

• Carie Cunningham, Michigan State U

• Elizabeth Taylor Quilliam, Michigan State U

• Jef I. Richards, Michigan State U