Effect of Social Media Characteristics on Perceptions of Alcohol-Branded Social Media Content PDF
Preview Effect of Social Media Characteristics on Perceptions of Alcohol-Branded Social Media Content
University of Connecticut OpenCommons@UConn Doctoral Dissertations University of Connecticut Graduate School 4-28-2017 Effect of Social Media Characteristics on Perceptions of Alcohol-Branded Social Media Content Jonathan K. Noel University of Connecticut, [email protected] Follow this and additional works at:https://opencommons.uconn.edu/dissertations Recommended Citation Noel, Jonathan K., "Effect of Social Media Characteristics on Perceptions of Alcohol-Branded Social Media Content" (2017).Doctoral Dissertations. 1407. https://opencommons.uconn.edu/dissertations/1407 Effect of Social Media Characteristics on Perceptions of Alcohol-Branded Social Media Content Jonathan Keith Noel, Ph.D., M.P.H. University of Connecticut, 2017 Abstract Background: Alcohol advertising has recently expanded onto social networking sites (SNSs), which allows users to interact with alcohol ads through user engagement features (e.g. Likes or Shares) and user-generated comments. Few studies have evaluated alcohol advertising on SNSs or investigated how ad interactivity may influence ad perceptions. Two inter-related studies were conducted to answer these questions. Methods: In Study 1, alcohol advertising posted on Facebook by Budweiser and Bud Light were evaluated for compliance with a self-regulated alcohol advertising code and for thematic content. User-generated comments written in response to these ads were also evaluated. The results of this study were used to inform Study 2, a 2(within) x 2(between) x 2(between) factorial randomized trial. Participants (n=120) viewed four pre- selected Facebook ads, of which two were compliant and two were non-compliant with a self- regulated alcohol advertising code. Participants also viewed real-world high or low user engagement values and real-world pro- or anti-drinking user-generated comments. Ad appeal, drinking intentions, and individual user engagement were measured after viewing each ad. The results were analyzed using hierarchical linear models. Results: In Study 1, 82% of the ads contained 1 or more violations of a self-regulated alcohol advertising code, and 78% of the ads contained one or more content areas previously associated with code violations. Forty-seven percent of the user-generated comments were positive towards the product or drinking. In Study 2, ads non-compliant with a self-regulated alcohol advertising code scored higher on emotional appeal (p=0.004) while compliant ads scored higher on informational (p<0.001) and source appeal (p=0.034). Pro-drinking user-generated comments significantly increased drinking intentions and individual user engagement. Discussion: Self-regulation has failed to prevent potentially harmful content from appearing in Budweiser and Bud Light advertising posted on Facebook. Non- compliance with existing self-regulated alcohol advertising codes was associated with increased emotional appeal, which may result in the ads being remembered more often and recalled more swiftly. Pro-drinking user-generated comments were associated with increased drinking intentions and increased individual user engagement, both of which are associated with increased alcohol consumption. New regulations may be needed to limit alcohol ad content and the influence of user-generated comments. Effect of Social Media Characteristics on Perceptions of Alcohol-Branded Social Media Content Jonathan Keith Noel B.S., University of Connecticut, 2007 M.P.H., University of Connecticut, 2009 A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy at the University of Connecticut 2017 Copyright by Jonathan Keith Noel i 2017 APPROVAL PAGE Doctor of Philosophy Dissertation Effect of Social Media Characteristics on Perceptions of Alcohol-Branded Social Media Content Presented by Jonathan Keith Noel, M.P.H., B.S. Major Advisor__________________________________________________________________ Thomas F. Babor Associate Advisor_______________________________________________________________ David I. Gregorio Associate Advisor_______________________________________________________________ James J. Grady University of Connecticut 2017 ii ACKNOWLEDGEMENTS No work is successfully accomplished alone. Whether seen or unseen, there is an army of individuals behind us who provide support, encouragement, guidance, and strength. This dissertation is no different. For that reason, I acknowledge the following people who helped me along my journey. • Kristal, who sacrificed as much of her time and energy towards this endeavor as I have, • Mom, who never asked too many questions, • Dr. Babor, whose guidance and encouragement has been invaluable, • Jess, Paola, Sara, and Tara, with whom I will always share this experience, • Dr. Gregorio and Dr. Grady, who offered their insight and wisdom, • Zita, who treated me as an equal, • Morgan and Barbara, who made it seem as if I never left, • Kate, who witnessed the trials and tribulations, • Robin, whose early morning sense of humor will never be rivaled, • Lisa, the unsung hero of the office, • Melissa, whose eyes glazed over as much as mine, and • The rest of the faculty, staff, and students who I have not only gotten to know over the last 4 years but who I will miss once this journey is complete. You have made this effort worthwhile when there was doubt, bearable when it seemed unbearable, and enjoyable at even the darkest times. Thank you all. iii TABLE OF CONTENTS ACKNOWLEDGEMENTS ........................................................................................................... iii TABLE OF CONTENTS ............................................................................................................... iv LIST OF TABLES ......................................................................................................................... ix LIST OF FIGURES ..................................................................................................................... xiii INTRODUCTION ...........................................................................................................................1 Alcohol Consumption ................................................................................................................. 1 Prevalence of Alcohol Consumption ....................................................................................... 1 Public Health Impact ............................................................................................................... 2 Alcohol Advertising .................................................................................................................... 3 Prevalence ............................................................................................................................... 3 Risk Factor for Alcohol Consumption ..................................................................................... 4 Restrictions on Alcohol Advertising ........................................................................................... 8 Effectiveness of Self-Regulation ............................................................................................ 11 Response to Alcohol Imagery ................................................................................................... 14 Alcohol-Related Cues ............................................................................................................ 14 Alcohol Advertising ............................................................................................................... 20 Social Media .............................................................................................................................. 21 Definition ............................................................................................................................... 21 Extent of Use .......................................................................................................................... 22 Interacting with Social Media ............................................................................................... 22 Relationship with Alcohol Use .............................................................................................. 23 iv Alcohol Advertising on Social Media ....................................................................................... 25 Content of Alcohol Advertising on Social Media .................................................................. 26 Awareness of Alcohol Advertising on Social Media .............................................................. 27 Influence on Alcohol Consumption........................................................................................ 28 Perceptions of Advertising on Social Media ............................................................................. 28 Attitudes toward Social Media Advertising ........................................................................... 28 Factors that Influence Attitudes ............................................................................................ 29 The Role of User Engagement ............................................................................................... 31 The Role of User-Generated Content .................................................................................... 32 Summary ................................................................................................................................... 33 Hypotheses ................................................................................................................................ 34 Significance ............................................................................................................................... 34 METHODS ....................................................................................................................................36 Study 1 – A Systematic Evaluation of Alcohol Advertising on Facebook ............................... 36 SNS Selection ........................................................................................................................ 36 Advertisement Selection ........................................................................................................ 36 Code Violation Ratings ......................................................................................................... 37 Ad Content Analysis .............................................................................................................. 40 User-Generated Comments Content Analysis ....................................................................... 40 Statistical Analysis ................................................................................................................ 41 Study 2 – Effect of Social Media Characteristics on Perceptions of Alcohol Advertising on Facebook ................................................................................................................................... 43 Theoretical Background ........................................................................................................ 43 v Study Design.......................................................................................................................... 44 Participants ............................................................................................................................ 44 Advertisement Selection ........................................................................................................ 46 User Engagement Selection ................................................................................................... 48 User-Generated Comment Selection ..................................................................................... 49 Dependent Measures .............................................................................................................. 50 Covariates .............................................................................................................................. 52 Study Procedure ..................................................................................................................... 53 Statistical Analysis ................................................................................................................ 54 RESULTS ......................................................................................................................................61 Study 1 – A Systematic Evaluation of Alcohol Advertising on Facebook ............................... 61 Ad Characteristics .................................................................................................................. 61 Identification of Code Violations .......................................................................................... 62 Identifying Thematic Content in the Selected Facebook Ads ............................................... 64 Identifying Thematic Content in User-Generated Comments ............................................... 67 Summary of Study 1 Findings ............................................................................................... 68 Study 2 – Effect of Social Media Characteristics on Perceptions of Alcohol Advertising on Facebook ................................................................................................................................... 68 Participant Characteristics ..................................................................................................... 68 Total Ad Appeal .................................................................................................................... 69 Source Appeal........................................................................................................................ 73 Informational Appeal ............................................................................................................. 76 Emotional Appeal .................................................................................................................. 79 vi Drinking Intentions ................................................................................................................ 82 Individual User Engagement ................................................................................................. 86 Experimental Credibility ....................................................................................................... 89 Summary of Study 2 Results ................................................................................................. 89 DISCUSSION ................................................................................................................................90 Ineffectiveness of Self-Regulation ............................................................................................ 91 Emotion in Advertising ............................................................................................................. 93 Increased Drinking Intentions and Alcohol Consumption ........................................................ 97 Message Diffusion on SNSs ...................................................................................................... 98 User-Generated Comments as Word of Mouth ......................................................................... 99 The Role of Weak Social Ties................................................................................................. 103 Secondary Findings ................................................................................................................. 105 Implications ............................................................................................................................. 107 Strengths and Limitations........................................................................................................ 111 Future Research Directions ..................................................................................................... 116 CONCLUSIONS..........................................................................................................................117 REFERENCES ............................................................................................................................119 APPENDICES .............................................................................................................................173 Appendix 1 – Ad Rating Questions Mapped onto IARD’s Guiding Principles...................... 173 Appendix 2 – Individual Scoring Criterion ............................................................................. 176 Appendix 3 – Facebook Ads Used in Study 2 ........................................................................ 179 Appendix 4 – Study 2 Questionnaire ...................................................................................... 195 Appendix 5 – Thematic Content Areas Identified in the Selected Facebook Ads .................. 202 vii
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