Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/155328
Title: Alcohol brands being socially responsible on social media? When and how warning conspicuity and warning integration decrease the efficacy of alcohol brand posts among under-drinking-age youth
Authors: Lou, Chen
Alhabash, Saleem
Keywords: Social sciences::Communication
Issue Date: 2020
Source: Lou, C. & Alhabash, S. (2020). Alcohol brands being socially responsible on social media? When and how warning conspicuity and warning integration decrease the efficacy of alcohol brand posts among under-drinking-age youth. Journal of Interactive Advertising, 20(2), 148-163. https://dx.doi.org/10.1080/15252019.2020.1780651
Journal: Journal of Interactive Advertising
Abstract: While federal regulations and alcohol industry self-regulation have been exhorting alcohol advertisers to include warnings, such as legal drinking age, on alcohol advertisements, it is rare to see this practice on social media. This study investigated the effects of warning conspicuity and warning-ad claim integration on under-drinking-age youth’s reactions to beer brand posts on social media (i.e., Instagram) and explicated the underlying mechanisms. The findings demonstrate that large-sized warnings (versus small-sized warnings) and integrated warnings (versus nonintegrated warnings) attract more visual attention, respectively. When warnings are integrated to the focal claims of the brand posts, a big-sized warning evokes greater state reactance than a small-sized one. However, when the warning is separated from the claim, a small-sized warning triggers higher reactance than a big-sized one. Underage participants’ state reactance mediates the interaction effect of warning conspicuity and warning integration on brand attitudes and intentions to interact with the brand posts, which in turn affect their intentions to drink alcohol, respectively.
URI: https://hdl.handle.net/10356/155328
ISSN: 1525-2019
DOI: 10.1080/15252019.2020.1780651
Rights: © 2020 American Academy of Advertising. All rights reserved.
Fulltext Permission: none
Fulltext Availability: No Fulltext
Appears in Collections:WKWSCI Journal Articles

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