The Association of Influencer Marketing and Consumption of Non-Alcoholic Beer with the Purchase and Consumption of Alcohol by Adolescents

Chun Yin Hou, Tzu Fu Huang, Fong Ching Chang*, Tsu En Yu, Tai Yu Chen, Chiung Hui Chiu, Ping Hung Chen, Jeng Tung Chiang, Nae Fang Miao, Hung Yi Chuang

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

2 引文 斯高帕斯(Scopus)

摘要

In this study, we examined influencer marketing and consumption of non-alcoholic beer by adolescents to determine how these factors could affect the intentions of adolescents to purchase and drink alcohol. A total of 3121 high-school students recruited from 36 schools in Taiwan completed a self-administered questionnaire during the COVID-19 pandemic in 2022. The results indicate that 19% of these adolescents consumed non-alcoholic beer and 28% consumed alcohol in the past year. Multivariate analysis positively associated adolescents’ exposure to influencer marketing with their purchase and consumption of non-alcoholic beer. Adolescents’ exposure to influencer marketing of non-alcoholic beer combined with lower levels of parental restrictive mediation was associated with increased odds of the purchase and consumption of alcohol. For individuals who did not purchase alcohol in the past year, both the exposure to influencer marketing and the consumption of non-alcoholic beer were associated with intending to purchase alcohol in the future. Similarly, individuals who previously abstained from the consumption of alcohol, both the exposure to influencer marketing and the consumption of non-alcoholic beer were associated with intending to consume alcohol. In conclusion, when adolescents were exposed to influencer marketing of non-alcoholic beer they were more likely to consume it, which resulted in an increased likelihood that they would then purchase and consume alcohol.

原文英語
文章編號374
期刊Behavioral Sciences
13
發行號5
DOIs
出版狀態已發佈 - 2023 5月

ASJC Scopus subject areas

  • 生態學、進化論、行為學與系統學
  • 發展
  • 遺傳學
  • 一般心理學
  • 行為神經科學

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