Miten vuoden 2015 alkoholilakiuudistus vaikutti alkoholituotteiden markkinointiin sosiaalisessa mediassa? Sisällönanalyysi sosiaalisen median alkoholimarkkinoinnista Suomessa ja Ruotsissa. (Finnish)
In: Yhteiskuntapolitiikka, Jg. 83 (2018-10-01), Heft 5/6, S. 483-494
serialPeriodical
Zugriff:
Alcohol is increasingly marketed through social media. Finland was the first country in the world to restrict social media marketing of alcohol by law in 2015. The study assesses the impact of the new restrictions on producer alcohol marketing through global social media platforms. The data were collected at three time points: one year before and one and two years after implementation. A comparison sample was collected in Sweden. The data consist of all posts (Finland, N= 1536, Sweden, N=1204) published during one month at the selected time points by alcohol producers that had active social media accounts during the study period. The number of posts, reactions to these posts, and contents violating the law were compared between the three time points and between the countries. The overall number of alcohol-marketing social media posts increased from 2014 to 2016 in both countries. In Finland, the number of posts decreased in 2017. The proportion of posts that can be interpreted as violating the Finnish restrictions increased from 2014 to 2016 in both countries. However, the violations decreased in Finland in 2017, whereas they increased somewhat in Sweden. Interestingly, Finnish alcohol marketers have been more successful in engaging consumers in 2017 than 2014. It seems that the new legislation in Finland has had some impact on alcohol marketing contents on social media, although the overall level of user engagement has still remained relatively high. Moreover, it seems that the regulations will not prevent alcohol marketers from engaging more consumers in the future. [ABSTRACT FROM AUTHOR]
Suomi ra jo itti sosiaalisen mediassa tapahtuvaa a lko h o lituo tte ide n markkinointia lailla ensimmäisenä maana maailmassa. Laki tu li voimaan vuonna 2015, ja se rajoittaa kulu tta jie n tu o ttam ie n sisältöjen käyttöä alkoholin mainonnassa. Tutkimuksessa selv ite ttiin määrällisen sisällönanalyysin keinoin, onko sosiaalisessa mediassa to te u te ttu alkoholimainonta on m u u ttu n u t lain voimaantulon jälkeen. Vertailukohtana on Ruotsi, jossa vastaavaa sääntelyä ei vielä ole. [ABSTRACT FROM AUTHOR]
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Titel: |
Miten vuoden 2015 alkoholilakiuudistus vaikutti alkoholituotteiden markkinointiin sosiaalisessa mediassa? Sisällönanalyysi sosiaalisen median alkoholimarkkinoinnista Suomessa ja Ruotsissa. (Finnish)
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Autor/in / Beteiligte Person: | KATAINEN, ANU |
Zeitschrift: | Yhteiskuntapolitiikka, Jg. 83 (2018-10-01), Heft 5/6, S. 483-494 |
Veröffentlichung: | 2018 |
Medientyp: | serialPeriodical |
ISSN: | 1455-6901 (print) |
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