A cross-national comparison of the Twitter feeds of popular alcohol brands in India and Australia

Himanshu Gupta, Tina Lam, Simone Pettigrew, Robert J. Tait

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Aims: To evaluate (i) the types of techniques alcohol marketers utilise to facilitate user engagement with content on leading Indian and Australian Twitter alcohol brand pages and (ii) the extent to which users engage with this content in two diverse national contexts. Methods: The 10 alcohol brands per country with the greatest Twitter presence were identified based on the number of ‘followers’. Number of tweets, photos, and videos were collected and the type of content noted for each brand between 1 January 2016 and 29 February 2016. The data were analysed via an inductive coding approach using NVivo10. Results: In total, the brands had accumulated up to 150,386 followers (Indian: 110,032; Australian: 40,354). The techniques utilised were a mix of those that differed by country (e.g. India: sexually suggestive content versus Australia: posts related to the brand’s tradition or heritage) and generic approaches (e.g. alcohol sponsorship of sport, music, and fashion; offering consumption suggestions; organising competitions; giveaways; and use of memes). Conclusions: The flexibility of Twitter, which complements traditional marketing, allows brands to adapt and deliver their online alcohol content in specific national contexts and to capitalise on the cultural meanings users invoke in their interactions with the brands.

Original languageEnglish
Pages (from-to)148-156
Number of pages9
JournalDrugs: Education, Prevention and Policy
Volume26
Issue number2
DOIs
Publication statusPublished - 4 Mar 2019
Externally publishedYes

Keywords

  • Alcohol
  • Australia
  • India
  • internet
  • marketing
  • social media
  • twitter

Cite this

Gupta, Himanshu ; Lam, Tina ; Pettigrew, Simone ; Tait, Robert J. / A cross-national comparison of the Twitter feeds of popular alcohol brands in India and Australia. In: Drugs: Education, Prevention and Policy. 2019 ; Vol. 26, No. 2. pp. 148-156.
@article{0318bc26df0d439c84ff0f2458d51202,
title = "A cross-national comparison of the Twitter feeds of popular alcohol brands in India and Australia",
abstract = "Aims: To evaluate (i) the types of techniques alcohol marketers utilise to facilitate user engagement with content on leading Indian and Australian Twitter alcohol brand pages and (ii) the extent to which users engage with this content in two diverse national contexts. Methods: The 10 alcohol brands per country with the greatest Twitter presence were identified based on the number of ‘followers’. Number of tweets, photos, and videos were collected and the type of content noted for each brand between 1 January 2016 and 29 February 2016. The data were analysed via an inductive coding approach using NVivo10. Results: In total, the brands had accumulated up to 150,386 followers (Indian: 110,032; Australian: 40,354). The techniques utilised were a mix of those that differed by country (e.g. India: sexually suggestive content versus Australia: posts related to the brand’s tradition or heritage) and generic approaches (e.g. alcohol sponsorship of sport, music, and fashion; offering consumption suggestions; organising competitions; giveaways; and use of memes). Conclusions: The flexibility of Twitter, which complements traditional marketing, allows brands to adapt and deliver their online alcohol content in specific national contexts and to capitalise on the cultural meanings users invoke in their interactions with the brands.",
keywords = "Alcohol, Australia, India, internet, marketing, social media, twitter",
author = "Himanshu Gupta and Tina Lam and Simone Pettigrew and Tait, {Robert J.}",
year = "2019",
month = "3",
day = "4",
doi = "10.1080/09687637.2017.1411886",
language = "English",
volume = "26",
pages = "148--156",
journal = "Drugs",
issn = "0968-7637",
publisher = "Taylor & Francis",
number = "2",

}

A cross-national comparison of the Twitter feeds of popular alcohol brands in India and Australia. / Gupta, Himanshu; Lam, Tina; Pettigrew, Simone; Tait, Robert J.

In: Drugs: Education, Prevention and Policy, Vol. 26, No. 2, 04.03.2019, p. 148-156.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - A cross-national comparison of the Twitter feeds of popular alcohol brands in India and Australia

AU - Gupta, Himanshu

AU - Lam, Tina

AU - Pettigrew, Simone

AU - Tait, Robert J.

PY - 2019/3/4

Y1 - 2019/3/4

N2 - Aims: To evaluate (i) the types of techniques alcohol marketers utilise to facilitate user engagement with content on leading Indian and Australian Twitter alcohol brand pages and (ii) the extent to which users engage with this content in two diverse national contexts. Methods: The 10 alcohol brands per country with the greatest Twitter presence were identified based on the number of ‘followers’. Number of tweets, photos, and videos were collected and the type of content noted for each brand between 1 January 2016 and 29 February 2016. The data were analysed via an inductive coding approach using NVivo10. Results: In total, the brands had accumulated up to 150,386 followers (Indian: 110,032; Australian: 40,354). The techniques utilised were a mix of those that differed by country (e.g. India: sexually suggestive content versus Australia: posts related to the brand’s tradition or heritage) and generic approaches (e.g. alcohol sponsorship of sport, music, and fashion; offering consumption suggestions; organising competitions; giveaways; and use of memes). Conclusions: The flexibility of Twitter, which complements traditional marketing, allows brands to adapt and deliver their online alcohol content in specific national contexts and to capitalise on the cultural meanings users invoke in their interactions with the brands.

AB - Aims: To evaluate (i) the types of techniques alcohol marketers utilise to facilitate user engagement with content on leading Indian and Australian Twitter alcohol brand pages and (ii) the extent to which users engage with this content in two diverse national contexts. Methods: The 10 alcohol brands per country with the greatest Twitter presence were identified based on the number of ‘followers’. Number of tweets, photos, and videos were collected and the type of content noted for each brand between 1 January 2016 and 29 February 2016. The data were analysed via an inductive coding approach using NVivo10. Results: In total, the brands had accumulated up to 150,386 followers (Indian: 110,032; Australian: 40,354). The techniques utilised were a mix of those that differed by country (e.g. India: sexually suggestive content versus Australia: posts related to the brand’s tradition or heritage) and generic approaches (e.g. alcohol sponsorship of sport, music, and fashion; offering consumption suggestions; organising competitions; giveaways; and use of memes). Conclusions: The flexibility of Twitter, which complements traditional marketing, allows brands to adapt and deliver their online alcohol content in specific national contexts and to capitalise on the cultural meanings users invoke in their interactions with the brands.

KW - Alcohol

KW - Australia

KW - India

KW - internet

KW - marketing

KW - social media

KW - twitter

UR - http://www.scopus.com/inward/record.url?scp=85037742833&partnerID=8YFLogxK

U2 - 10.1080/09687637.2017.1411886

DO - 10.1080/09687637.2017.1411886

M3 - Article

VL - 26

SP - 148

EP - 156

JO - Drugs

JF - Drugs

SN - 0968-7637

IS - 2

ER -