Abstract
How do alcohol brands use Facebook to promote drinking to young adults? This topic is important due to the ethical issues involved in alcohol promotion through social media platforms that are particularly appealing to young people; due to the lack of advertising regulation on social media until March 2011 in the United Kingdom (Plunkett 2010); given the scant attention received by this subject within the marketing and business ethics literature, and finally due to the recent data on alcohol consumption which shows that 24% of British adults (33% men and 16% women) are classified as hazardous drinkers (NHS 2011).
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Michaelidou, N., Moraes, C. (2016). How Companies Use Facebook to Promote Alcohol Brands to Young Adults. In: Campbell, C., Ma, J. (eds) Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-24184-5_123
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DOI: https://doi.org/10.1007/978-3-319-24184-5_123
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