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      Instabrand courtside: a content analysis of marketing strategies by food and beverage brands during the 2021 Australian Open tennis tournament

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          Intercoder Reliability in Qualitative Research: Debates and Practical Guidelines

          Evaluating the intercoder reliability (ICR) of a coding frame is frequently recommended as good practice in qualitative analysis. ICR is a somewhat controversial topic in the qualitative research community, with some arguing that it is an inappropriate or unnecessary step within the goals of qualitative analysis. Yet ICR assessment can yield numerous benefits for qualitative studies, which include improving the systematicity, communicability, and transparency of the coding process; promoting reflexivity and dialogue within research teams; and helping convince diverse audiences of the trustworthiness of the analysis. Few guidelines exist to help researchers negotiate the assessment of ICR in qualitative analysis. The current article explains what ICR is, reviews common arguments for and against its incorporation in qualitative analysis and offers guidance on the practical elements of performing an ICR assessment.
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            Alcohol marketing and youth alcohol consumption: a systematic review of longitudinal studies published since 2008.

            Youth alcohol consumption is a major global public health concern. Previous reviews have concluded that exposure to alcohol marketing was associated with earlier drinking initiation and higher alcohol consumption among youth. This review examined longitudinal studies published since those earlier reviews.
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              Everyday, everywhere: alcohol marketing and social media--current trends.

              To provide a snapshot content analysis of social media marketing among leading alcohol brands in the UK, and to outline the implications for both regulatory policies and further research. Using screengrab technology, the complete Facebook walls and Twitter timelines for 12 leading UK alcohol brands in November 2011 were captured and archived. A total of 701 brand-authored posts were identified and categorized using a thematic coding frame. Key strategic trends were identified and analysed in the light of contextual research into recent developments in marketing practice within the alcohol industry. A number of dominating trends were identified. These included the use of real-world tie-ins, interactive games, competitions and time-specific suggestions to drink. These methods reflect a strategy of branded conversation-stimulus which is favoured by social media marketing agencies. A number of distinct marketing methods are deployed by alcohol brands when using social media. These may undermine policies which seek to change social norms around drinking, especially the normalization of daily consumption. Social media marketing also raises questions regarding the efficacy of reactive regulatory frameworks. Further research into both the nature and impact of alcohol marketing on social media is needed.
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                Author and article information

                Journal
                Australian and New Zealand Journal of Public Health
                Aus NZ J of Public Health
                Wiley
                1326-0200
                1753-6405
                September 19 2022
                Affiliations
                [1 ]Sydney School of Public Health, University of Sydney New South Wales
                [2 ]Prevention Research Collaboration, Sydney School of Public Health University of Sydney New South Wales
                [3 ]School of Public Health, Faculty of Health, University of Technology Sydney New South Wales
                Article
                10.1111/1753-6405.13308
                fefdb191-f191-4494-ab22-0ab56512d692
                © 2022

                http://creativecommons.org/licenses/by-nc-nd/4.0/

                http://doi.wiley.com/10.1002/tdm_license_1.1

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