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X Demographics
Mendeley readers
Attention Score in Context
| Title |
Alcohol marketing on YouTube: exploratory analysis of content adaptation to enhance user engagement in different national contexts
|
|---|---|
| Published in |
BMC Public Health, January 2018
|
| DOI | 10.1186/s12889-018-5035-3 |
| Pubmed ID | |
| Authors |
Himanshu Gupta, Tina Lam, Simone Pettigrew, Robert J. Tait |
| Abstract |
We know little about how social media alcohol marketing is utilized for alcohol promotion in different national contexts. There does not appear to be any academic work on online exposure to alcohol marketing via social media in India, and most of the limited research in Australia has focused on Facebook. Hence, the present study extends previous research by investigating alcohol promotion conducted on an under-researched form of social media (YouTube) in two contrasting geographic contexts. This study examines and compares the types of strategies used by marketers on Indian and Australian alcohol brands with the greatest YouTube presence, and the extent to which users engage with these strategies. The 10 alcohol brands per country with the greatest YouTube presence were identified based on the number of 'subscriptions'. The number of videos, views per video, and the type of content within the videos were collected for each brand. The data were analyzed using an inductive coding approach, using NVivo 10. The targeted brands had gathered 98,881 subscriptions (Indian brands: n = 13,868; Australian brands: n = 85,013). The type of marketing strategies utilized by brands were a mix of those that differed by country (e.g. sexually suggestive content in India and posts related to the brand's tradition or heritage in Australia) and generic approaches (e.g. encouraging time- and event-specific drinking; demonstrations of food/cocktail recipes; camaraderie; competitions and prize draws; and brand sponsorship at music, sports, and fashion events). This cross-national comparison demonstrates that YouTube provides alcohol marketers with an advertising platform where they utilize tailored marketing approaches to cater to specific national contexts and develop content on the cultural meanings users invoke in their interactions with these strategies. Those exposed to alcohol marketing on YouTube are likely to include those under the legal drinking age. |
X Demographics
The data shown below were collected from the profiles of 12 X users who shared this research output. Click here to find out more about how the information was compiled.
Geographical breakdown
| Country | Count | As % |
|---|---|---|
| United States | 3 | 25% |
| Nepal | 1 | 8% |
| Austria | 1 | 8% |
| France | 1 | 8% |
| Australia | 1 | 8% |
| Ireland | 1 | 8% |
| Unknown | 4 | 33% |
Demographic breakdown
| Type | Count | As % |
|---|---|---|
| Members of the public | 10 | 83% |
| Practitioners (doctors, other healthcare professionals) | 1 | 8% |
| Science communicators (journalists, bloggers, editors) | 1 | 8% |
Mendeley readers
The data shown below were compiled from readership statistics for 126 Mendeley readers of this research output. Click here to see the associated Mendeley record.
Geographical breakdown
| Country | Count | As % |
|---|---|---|
| Unknown | 126 | 100% |
Demographic breakdown
| Readers by professional status | Count | As % |
|---|---|---|
| Student > Bachelor | 18 | 14% |
| Student > Master | 17 | 13% |
| Student > Ph. D. Student | 12 | 10% |
| Researcher | 9 | 7% |
| Lecturer | 7 | 6% |
| Other | 28 | 22% |
| Unknown | 35 | 28% |
| Readers by discipline | Count | As % |
|---|---|---|
| Business, Management and Accounting | 16 | 13% |
| Social Sciences | 12 | 10% |
| Nursing and Health Professions | 10 | 8% |
| Psychology | 10 | 8% |
| Medicine and Dentistry | 9 | 7% |
| Other | 26 | 21% |
| Unknown | 43 | 34% |
Attention Score in Context
This research output has an Altmetric Attention Score of 10. This is our high-level measure of the quality and quantity of online attention that it has received. This Attention Score, as well as the ranking and number of research outputs shown below, was calculated when the research output was last mentioned on 28 January 2018.
All research outputs
#3,357,060
of 23,881,329 outputs
Outputs from BMC Public Health
#3,839
of 15,466 outputs
Outputs of similar age
#76,362
of 446,497 outputs
Outputs of similar age from BMC Public Health
#94
of 241 outputs
Altmetric has tracked 23,881,329 research outputs across all sources so far. Compared to these this one has done well and is in the 85th percentile: it's in the top 25% of all research outputs ever tracked by Altmetric.
So far Altmetric has tracked 15,466 research outputs from this source. They typically receive a lot more attention than average, with a mean Attention Score of 14.3. This one has done well, scoring higher than 75% of its peers.
Older research outputs will score higher simply because they've had more time to accumulate mentions. To account for age we can compare this Altmetric Attention Score to the 446,497 tracked outputs that were published within six weeks on either side of this one in any source. This one has done well, scoring higher than 82% of its contemporaries.
We're also able to compare this research output to 241 others from the same source and published within six weeks on either side of this one. This one has gotten more attention than average, scoring higher than 61% of its contemporaries.