Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/155328
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dc.contributor.authorLou, Chenen_US
dc.contributor.authorAlhabash, Saleemen_US
dc.date.accessioned2022-03-18T06:44:23Z-
dc.date.available2022-03-18T06:44:23Z-
dc.date.issued2020-
dc.identifier.citationLou, 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/10.1080/15252019.2020.1780651en_US
dc.identifier.issn1525-2019en_US
dc.identifier.urihttps://hdl.handle.net/10356/155328-
dc.description.abstractWhile 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.en_US
dc.language.isoenen_US
dc.relation.ispartofJournal of Interactive Advertisingen_US
dc.rights© 2020 American Academy of Advertising. All rights reserved.en_US
dc.subjectSocial sciences::Communicationen_US
dc.titleAlcohol 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 youthen_US
dc.typeJournal Articleen
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.identifier.doi10.1080/15252019.2020.1780651-
dc.identifier.scopus2-s2.0-85087843170-
dc.identifier.issue2en_US
dc.identifier.volume20en_US
dc.identifier.spage148en_US
dc.identifier.epage163en_US
dc.subject.keywordsUnderage Drinkingen_US
dc.subject.keywordsAlcohol Warningen_US
item.grantfulltextnone-
item.fulltextNo Fulltext-
Appears in Collections:WKWSCI Journal Articles

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