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The association between exposure to social media alcohol marketing and youth alcohol use behaviors in India and Australia

Overview of attention for article published in BMC Public Health, June 2018
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About this Attention Score

  • In the top 25% of all research outputs scored by Altmetric
  • High Attention Score compared to outputs of the same age (86th percentile)

Mentioned by

1 blog
1 policy source
8 tweeters
2 Facebook pages


11 Dimensions

Readers on

106 Mendeley
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The association between exposure to social media alcohol marketing and youth alcohol use behaviors in India and Australia
Published in
BMC Public Health, June 2018
DOI 10.1186/s12889-018-5645-9
Pubmed ID

Himanshu Gupta, Tina Lam, Simone Pettigrew, Robert J. Tait


Alcohol marketing on social networking sites (SNS) is associated with alcohol use among young people. Alcohol companies adapt their online marketing content to specific national contexts and responses to such content differ by national settings. However, there exists very little academic work comparing the association between alcohol marketing on SNS and alcohol use among young people in different national settings and across different SNS. Therefore, we aimed to extend the limited existing work by investigating and comparing the association between self-reported exposure to alcohol marketing on three leading SNS (Facebook, YouTube, and Twitter) and alcohol use among young people in diverse national contexts (India and Australia). Cross-sectional, self-report data were obtained from a convenience sample of 631 respondents (330 in India; 301 in Australia) aged 13-25 years via online surveys. Respondents answered questions on their drinking behaviors and involvement with alcohol marketing on SNS. Many respondents from both countries reported interacting with alcohol content online, predominantly on Facebook, followed by YouTube and then Twitter. The interaction was primarily in the forms of posting/liking/sharing/commenting on items posted on alcohol companies' social media accounts, viewing the event page/attending the event advertised by an alcohol company via social media, and/or accessing an alcohol website. Multivariate analyses demonstrated significant associations between respondents' interaction with alcohol content and drinking levels, with effects differing by SNS, demographic group, and country. For example, having friends who shared alcohol-related content was an important predictor of usual alcohol consumption for Indian respondents (p < .001), whereas posting alcohol-related information themselves was a stronger predictor among Australians (p < .001). The results suggest that interaction with alcohol-related content on SNS is associated with young people's alcohol use behaviors and that these behaviors vary by national settings. This study extends previous work by demonstrating this connection across varying social media platforms and national contexts. The results highlight the need to formulate and implement strategies to effectively regulate the SNS alcohol marketing, especially among younger SNS users.

Twitter Demographics

The data shown below were collected from the profiles of 8 tweeters who shared this research output. Click here to find out more about how the information was compiled.

Mendeley readers

The data shown below were compiled from readership statistics for 106 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Unknown 106 100%

Demographic breakdown

Readers by professional status Count As %
Student > Bachelor 17 16%
Student > Master 14 13%
Researcher 12 11%
Student > Ph. D. Student 7 7%
Other 4 4%
Other 16 15%
Unknown 36 34%
Readers by discipline Count As %
Psychology 13 12%
Medicine and Dentistry 13 12%
Nursing and Health Professions 12 11%
Business, Management and Accounting 10 9%
Social Sciences 8 8%
Other 9 8%
Unknown 41 39%

Attention Score in Context

This research output has an Altmetric Attention Score of 15. 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 31 October 2020.
All research outputs
of 19,247,212 outputs
Outputs from BMC Public Health
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Outputs of similar age
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Outputs of similar age from BMC Public Health
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Altmetric has tracked 19,247,212 research outputs across all sources so far. Compared to these this one has done particularly well and is in the 91st percentile: it's in the top 10% of all research outputs ever tracked by Altmetric.
So far Altmetric has tracked 12,681 research outputs from this source. They typically receive a lot more attention than average, with a mean Attention Score of 13.4. This one has done well, scoring higher than 85% 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 292,357 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 86% of its contemporaries.
We're also able to compare this research output to 1 others from the same source and published within six weeks on either side of this one. This one has scored higher than all of them