Brands and sociality: alcohol branding, drinking culture and Facebook

Carah, Nicholas, Brodmerkel, Sven and Hernandez, Lorena (2014) Brands and sociality: alcohol branding, drinking culture and Facebook. Convergence: The Journal of Research into New Media Technologies, 20 3: 259-275. doi:10.1177/1354856514531531

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Author Carah, Nicholas
Brodmerkel, Sven
Hernandez, Lorena
Title Brands and sociality: alcohol branding, drinking culture and Facebook
Journal name Convergence: The Journal of Research into New Media Technologies   Check publisher's open access policy
ISSN 1354-8565
Publication date 2014-08-01
Year available 2014
Sub-type Article (original research)
DOI 10.1177/1354856514531531
Open Access Status File (Author Post-print)
Volume 20
Issue 3
Start page 259
End page 275
Total pages 17
Place of publication London, United Kingdom
Publisher Sage
Language eng
Subject 3315 Communication
1201 Arts and Humanities (miscellaneous)
Abstract Critical accounts of Facebook as a channel for marketing communication have predominantly focused on the social network’s ability to provide marketers with free user-generated content and with detailed consumer data that allow them to target advertising to specific audiences. Although this article includes such activities, it extends the discussion to concentrate on the under-researched topic of how Facebook creates value for marketers by exploiting sociality in general. Taking the practices of Australian alcohol brands as an instructive case, this article critically examines how these brands strategically employ Facebook to manage their connections with consumers’ identity making practices and engage with the mediation of everyday life. We argue that Facebook works not just as a platform to harvest data but also as a platform to manage the circulation of affect and creation of social connections around brands. This is particularly important in the case of alcohol brands since some social media engagement practices allow for circumventing regulatory regimes by prompting connections between mediations of drinking culture and the brand that would not be possible in other media channels.
Keyword Branding
Drinking culture
Alcohol brands
Popular culture
Social media
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Published online before print May 14, 2014

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2015 Collection
School of Communication and Arts Publications
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Citation counts: TR Web of Science Citation Count  Cited 8 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 16 times in Scopus Article | Citations
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Created: Mon, 19 May 2014, 04:20:27 EST by Dr Nicholas Carah on behalf of School of Journalism and Communication