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KMID : 1142320200210010031
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Alcohol and Health Behavior Research
2020 Volume.21 No. 1 p.31 ~ p.43
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Content Analysis of Alcohol Brands on Instagram : Using the CAY (Content Appealing Youth) Index
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Kwon Se-In
Kang Ye-Eun
Ahn Ii-En
Lee Hye-Gyu
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Abstract
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Purpose: The objective of this study was to analyze the posts of alcohols brands on Instagram to evaluate the marketing features preferred by young generations.
Method: The CAY(Content Appealing to Youth) Index was utilized to analyze the instagram accounts of the top 9 beer brands and 4 Soju brands in Korea. Three coders analysed a total of 224 posts from the brands’ official Instagram accounts.
Results: The results showed that many posts integrated youth appealing factors such as positive emotional experiences and use of celebrities. The posts also emphasized individuality as well as social relationship. The most frequently used appeal was humor.
Conclusion: The advertisements and posts on instagram are likely to create positive inclinations to young generations towards alcohol. Moreover, positive attitude towards drinking culture and alcohol brands can be enhanced due to the influence of alcohol brands’ SNS marketing.
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KEYWORD
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Alcohol marketing, Instagram, CAY index
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