Table 3.
Frequency of marketing strategies used by the top 10 alcohol-branded and health promotion agency profiles.
| Top 10 alcohol- branded profiles (n = 129) | Health promotion agency profiles (n = 81) | |
|---|---|---|
| Prompting interaction | ||
| Question | 40 (31%) | 20 (25%) |
| Game | 1 (1%) | 3 (4%) |
| Fill-in | 1 (1%) | 0 (0%) |
| Photo tagging | 19 (15%) | 16 (20%) |
| Relationship building | ||
| Competition | 9 (7%) | 5 (6%) |
| Reply | 5 (4%) | 0 (0%) |
| User-generated content | 6 (5%) | 13 (16%) |
| Event photo | 24 (19%) | 21 (26%) |
| Organisation content | 11 (9%) | 26 (32%) |
| Emotion inducing | ||
| Meme | 0 (0%) | 4 (5%) |
| Humour | 13 (10%) | 13 (16%) |
| Attraction | 114 (88%) | 58 (72%) |
| Association with success | ||
| Sporting | 6 (5%) | 0 (0%) |
| Social | 14 (11%) | 0 (0%) |
| Sexual | 4 (3%) | 0 (0%) |
| Real-world tie-ins | ||
| Link to event | 14 (11%) | 19 (24%) |
| Sponsorship | 18 (14%) | 3 (4%) |
| Link to culture | 56 (43%) | 37 (46%) |
| Celebrity/expert endorsement | 2 (2%) | 15 (19%) |
| Encouragement to drink | ||
| Recipe | 13 (10%) | 0 (0%) |
| Time-specific content | 25 (19%) | 0 (0%) |
| Day-specific content | 28 (22%) | 0 (0%) |
| Responsible drinking | ||
| Links to health information | 5 (4%) | 29 (36%) |
| Use of responsible watermark | 60 (47%) | 4 (5%) |
| Other responsible message content | 10 (8%) | 30 (37%) |
| Link to other social channels | ||
| YouTube | 6 (5%) | 7 (9%) |
| 1 (1%) | 2 (3%) | |
| Google+ | 0 (0%) | 0 (0%) |
| Other | 2 (2%) | 3 (4%) |