Social Media and Teenagers’ Desire to Consume Alcoholic Beverages

Informações

Código: MKT2108
Divisão: MKT - Marketing
Tema de Interesse: Tema 13 - Marketing Digital e Inovação

Autores

Francisco Vicente Sales Melo (Prog de Pós-Grad em Admin/Dep de Ciênc Administrativas/Cent de Ciênc Soc Aplic – PROPAD/DCA/CCSA/UFPE - Universidade Federal de Pernambuco) vicsmelo@gmail.com
Ana Augusta Ferreira de Freitas (Prog de Pós-Grad em Admin - PPGA/UECE - Universidade Estadual do Ceará) ana.freitas@uece.br

Resumo

Consumption of alcoholic beverages and their exposure on social media is becoming common among teenagers. Based on virtual scenarios (teenagers exhibiting alcohol consumption) an analysis was conducted in connection to the the social, family and attitudinal contexts that might associate social media usage and the desire to consume alcoholic beverages. Based on a sample (n=226) of Brazilian teenagers (aged M=15,34 | s.d.=1,16), a survey was conducted, with which part of the data collection gathered through an almost-experimental model. Results revealed that teenagers’ exposure to alcoholic beverages on social media stimulates the desire to drink and this desire can be magnified when positive attitudes are shown on the posts and the injunctive norms are high. The study aims to support literature to confirm that social media influences earlier alcoholism and reveals that injunctive norms influence more on the desire to consume alcoholic beverages by young people than the explicit peer pressure.

Abrir PDF