Alcohol Promotion via User-Generated Content on Instagram and TikTok: A Content Analysis.

ABSTRACT:

Introduction

Alcohol-related user-generated content (UGC)-created by influencers and peers-appears to play a central role in shaping young people's alcohol-related attitudes and behaviours. However, the nature and extent to which UGC facilitates the promotion of alcohol remains under-examined. There is limited evidence on how alcohol companies utilise social media platforms to engage users and incentivise the promotion of their brands and products. Therefore, this study aimed to examine the nature and extent of alcohol promotion via UGC on Instagram and TikTok posts.

Methods

This content analysis examined 1848 public user-generated Instagram (n = 1148) and TikTok (n = 700) posts, focusing on major alcohol tags and hashtags over a 7-year period. Posts were systematically code

SUBMITTER: Crocetti A 

PROVIDER: S-EPMC12581932 | biostudies-literature | 2025 Nov

REPOSITORIES: biostudies-literature