Effect of Social Media Characteristics on Perceptions of Alcohol-Branded Social Media Content

245 Pages·2017·2.81 MB·English

by  Jonathan K. Noel

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