Advertising Content, Platform Characteristics and the Appeal of Beer Advertising on a Social Networking Site | Zendy

Jonathan K. Noel | Zendy; Thomas F. Babor | Zendy; James J. Grady | Zendy

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Advertising Content, Platform Characteristics and the Appeal of Beer Advertising on a Social Networking Site

Author(s) -

Jonathan K. Noel,

Thomas F. Babor,

James J. Grady

Publication year - 2018

Publication title -

alcohol and alcoholism

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.747

H-Index - 99

eISSN - 1464-3502

pISSN - 0735-0414

DOI - 10.1093/alcalc/agy020

Subject(s) - appeal , appeal to emotion , advertising , psychology , social media , thematic analysis , social psychology , qualitative research , business , computer science , political science , world wide web , social science , sociology , law

The current study was conducted to investigate how changes in the content of a social media ad, user engagement values associated with the ad and user-generated comments (UGCs) associated with the ad can influence the appeal (i.e. source appeal, informational appeal and emotional appeal) of a social media ad.

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