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Youth and New Zealand alcohol advertising on social media

Citation: Dalgety, A. (2022). Youth and New Zealand alcohol advertising on social media [Masters thesis, Waikato Institute of Technology]. Wintec Research Archive.

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In Aotearoa New Zealand, the production and sale of alcohol is a multi-billion-dollar industry. My research aim is to find out the relationship that New Zealand youth have with the multi-billion-dollar alcohol industry, primarily on social media. I aim to discover more information around how young people interact with age-gating restrictions online through my research. My research questions outline the situation of the access younger age consumers might have to alcohol advertising online, if the users’ date of birth is registered incorrectly on social networking platforms in order to see what implications there are to our current advertising standards. I surveyed 25 respondents aged 13-17 to gain qualitative data to gain perspectives and responses from the key target demographic who are under our legal drinking age within New Zealand. The unconscious consumer theory gives my research some context as to the impact the digital environment has on consumer behaviour. If youth mimic the actions represented in media, what is the implications of only seeing alcohol in a positive light, particularly for those that are not yet at the legal drinking age? To evoke change, there needs to be a value proposition for liquor brands to embrace social responsibility as more than just a marketing gimmick, but a social issue that their consumers know they are passionate about.

Item Type: Thesis (Masters)
Additional Information: Supervisor: Matthew Bannister; Gail Pittaway
Uncontrolled Keywords: advertising, alcohol, social media, youth
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Schools > School of Media Arts
Depositing User: Rachel Axcell
Date Deposited: 25 Jan 2024 22:29
Last Modified: 25 Jan 2024 22:33

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