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Underage and under influence : a quantitative study on the effects of online alcohol mentioning on Instagram by influencers on the consumer responses of underage children

Roelofs, L.E. (2020) Underage and under influence : a quantitative study on the effects of online alcohol mentioning on Instagram by influencers on the consumer responses of underage children.

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Abstract:This research aims to find out whether influencers posting pictures containing alcoholic drinks on their Instagram account have an effect on the purchase intention and alcohol consumption of underage children. Alcohol can cause serious damage, short-term and long-term. Therefore, alcohol consumption at a young age can be dangerous. A 2 x 2 between-subjects experimental design (influencer vs. no influencer; Bacardi vs. Moët & Chandon) was conducted in order to find an answer to the research question. 146 sixteen- and seventeen-year-olds participated in this study. After participants were confronted with an Instagram post containing alcohol and an influencer (or not), the participants were asked to indicate their agreement on statements measuring ‘consumption’ and ‘purchase intention’. There were no significant results found among the research question. This was the case, could be because of the limitation of having a small sample. There were children with no drinking experience participating in this study. This could have influenced the results as well, as they are naturally less interested in the drink, even when an influencer is showing it. But participants who had more experience with alcohol and Instagram, were more likely to consume or purchase the drink they were confronted with.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/81594
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