Evaluating the effect of a campus-wide social norms marketing intervention on alcohol-use perceptions,consumption, and blackouts

Objective: To evaluate the effect of a campus-wide social norms marketing intervention on alcohol-use perceptions, consumption, and blackouts at a large, urban, public university. Participants: 4,172 college students (1,208 freshmen, 1,159 sophomores, 953 juniors, and 852 seniors) who completed surveys in Spring 2015 for the Spit for Science Study, a longitudinal study of students' substance use and emotional health. Methods: Participants were e-mailed an online survey that queried campaign readership, perception of peer alcohol use, alcohol consumption, frequency of consumption, and frequency of blackouts. Associations between variables were evaluated using path analysis. Results: We found that campaign readership was associated with more accurate perceptions of peer alcohol use, which, in turn, was associated with self-reported lower number of drinks per sitting and experiencing fewer blackouts. Conclusions: This evaluation supports the use of social norms marketing as a population-level intervention to correct alcohol-use misperceptions and reduce blackouts.     

Alcohol abuse as a rite of passage: the effect of beliefs about alcohol and the college experience on undergraduates' drinking behaviors

Qualitative studies of alcohol's ritual influences indicate that college undergraduates who drink heavily tend to view alcohol use as integral to the student role and feel entitled to drink irresponsibly. Our analyses, based on a standardized measure of these beliefs administered to approximately 300 students, confirmed these findings. Among our sample, beliefs about alcohol and the college experience had an effect on levels of alcohol consumption similar in magnitude to that of other variables commonly associated with a risk for heavy drinking. Moreover, the alcohol beliefs index moderated the effects of three risk factors--gender, high school drinking, and friends' use of alcohol--on respondents' drinking behaviors. These findings are discussed within the context of the anthropological literature on liminality and rites of passage and with regard to strategies for intervention that address the structural roots of the widespread abuse of alcohol on college campuses.     

Results of a social norm intervention to prevent binge drinking among first-year residential college students

The effects of a primary prevention social norm intervention on binge drinking among 1st-year residential college students were examined. Six hundred thirty-four students attending a medium-sized public university in the South were randomly assigned to receive a two-phase social norm intervention or the standard campus psychoeducational prevention program. At posttest, no differences were found between intervention and control group students on any of the alcohol use and alcohol-use risk factor measures. Significant subgroup differences were found by stage of initiating binge drinking behaviors, for frequency of alcohol use, F(3, 507) = 3.69, p = .01; quantity of alcohol use, F(3, 507) = 2.51, p = .05; and social norms, F(3, 505) = 2.53, p = .05. These findings suggest the need for tailoring social norm binge drinking interventions to students' stage of initiating heavy drinking and carefully monitoring for potential negative, as well as positive, effects of norm-based prevention messages.     

Engagement across three social media platforms: An exploratory study of a cause-related PR campaign

This study analyzed a social media campaign promoting child welfare to explore the associations among people's social media use, their engagement with different social media platforms (blog, Facebook page, Twitter account), and three intended behavioral outcomes (social media behavior, offline communication behavior, and helping behavior). An online survey of 73 participants shows that people's use of each social media platform was significantly related to their engagement with it at a bivariate level (when the other control variables were not considered). Social media use was also related to all three behavioral outcomes. Additionally, users’ engagement played a significant mediating role in the relationship between their social media use and their offline communication behavior.     

Spin your science into gold: direct to consumer marketing within social media platforms

We describe the emerging issues related to warnings with respect to pharmaceutical company use of the internet as a vehicle for direct-to-consumer marketing (DTC) and market research. We describe the various techniques pharmaceutical companies have used to exploit this new communications medium which permits two way exchange of information. The Food and Drug Administration (FDA) has not issued any specific regulations to control internet based misbranding. We describe some examples of the FDA's application of historic regulations to pharmaceutical company use of this new medium and suggest.     

Beyond the binge in 'booze Britain': market-led liminalization and the spectacle of binge drinking

The contemporary night-time economy has transformed British town centres into liminal spaces where transgression does not subvert normative space, but establishes public drunkenness as integral to a negotiated order. The focus of this paper is the wider dialectic surrounding contemporary 'binge drinking', and in particular the relationship between aesthetic processes aimed at encouraging alcohol-related excitement and excess, and those that seek to exert a measure of rational control over the drink 'problem'. It is the logic of the market that informs governmental policy on alcohol, and the binge drinker is central to the spectacle of the night-time economy as a form of self gratification which also embodies forms of repression.     

Revisiting the relationship between public relations and marketing: Encroachment and social media

Although public relations and marketing trade presses regularly discuss the conflict between the functions (e.g., Ecker, 2013; Havartin, 2013), academic researchers focused on the issue primarily in the 1980s and 1990s. The drop in public relations and marketing encroachment research does not parallel a drop in encroachment in practice, especially in light of today’s social media environment. In fact, historic tension between public relations and marketing intensified with the incorporation of social media into communication efforts. This paper updates the study of encroachment by reviewing the historical views of the topic, proposes ways that social media use has intensified issues related to role encroachment between public relations and marketing professionals, and outlines questions to guide future study of these topics.     

Effects of a social norm feedback campaign on the drinking norms and behavior of Division I student-athletes

Social norm feedback is a promising strategy for reducing alcohol misuse on college campuses. However, little is known about the impact of these interventions on at-risk populations, such as student-athletes. This study examined the effects of a campus-wide media campaign on Division I student-athletes at three universities. A discriminant function analysis revealed that a composite measure of perceived campus drinking norms distinguished between two campaign exposure groups. With the exception of one perceived norm measure (closest friends), the campaign-exposed group reported more conservative estimates of alcohol use in peers. However, there was no evidence that the campaign had reduced alcohol use. The inability of the campaign to reduce perceptions of alcohol use among one's closest friends may have accounted for the lack of change in drinking behavior. Discussion is directed to the potential limitations of using social norm feedback campaigns to reduce alcohol misuse in high-risk groups, such as student-athletes.     

Evaluating a social marketing campaign on healthy nutrition and lifestyle among primary-school children: A mixed-method research design

Italy has one of the highest levels of childhood overweight and obesity in Europe. Therefore, preventing children from becoming overweight is a major public health challenge. Here, we used a mixed-method research approach – including a quasi-experimental design and three surveys – to create a formative evaluation of a social marketing campaign on healthy nutrition and lifestyle in Italian primary school children. The social marketing campaign was organized around the 4 Ps of the marketing mix (product: the educational activities; place: the involved schools and supermarkets; promotion: the in-person and technology-based communication; and price: hours spent by the targeted children in fulfilling the educational activities). The campaign involved primary-school children across four Italian cities. The findings suggest that social marketing education campaigns can be effective tools to improve children’s knowledge about healthy food and lifestyle, reduce their sedentary behavior, and increase their consumption of healthy food. Also, increasing children’s acceptance of healthful nourishment is a valuable tool to improve the dietary habits of the entire family. With relation to the educational program assessment method, this study can inform societal interventions especially those involving children through the integration of different qualitative and quantitative research methods, which collect data from different subjects and perspectives.     

Portal surveys of time-out drinking locations: a tool for studying binge drinking and AOD use

Portal surveys, defined as assessments occurring proximal to the entry point to a high-risk locale and immediately on exit, can be used in different settings to measure characteristics and behavior of attendees at an event of interest. This methodology has been developed to assess alcohol and other drug (AOD) use at specific events and has included measuring intentions to use collected at entry and reported use on exit, as well as chemical tests for AOD consumption at both entrance and exit. Recent applications of the portal survey procedure to electronic music dance events that occur in established venues (e.g., bars or nightclubs) are discussed.     

Using evidence-based research to redirect a conversation: Newspapers’ coverage of strategies to address college binge drinking

This study examines selected newspapers’ coverage of college binge drinking while also serving as an example of evidence-based practices that can be of use to public relations practitioners and health care professionals working to draw attention to important factors that are not being addressed in either public or policy conversations related to this issue. We examine newspaper coverage in 32 newspapers from 1997 to 2006 to determine which strategies to address college binge drinking are being covered and which of those are evidence-based and implemented by colleges. The mix of individual versus environmental strategies was examined based on Social Cognitive Theory. In the 255 articles analyzed, the majority of strategies covered were environmental. The most frequently covered strategy, increasing student knowledge, is individual and not evidence-based. Strategies classified as effective were not frequently covered. Media advocacy is offered as an evidence-based practice that public relations and health care professionals can use to affect change.     

Diverging patterns of interaction around news on social media: insularity and partisanship during the 2018 Italian election campaign

ABSTRACT

The paper considers how social media ecologies are affecting partisan engagement around political news and online attention economies by investigating the case of the 2018 Italian general election. By analyzing Twitter and Facebook interactions around political news in the lead-up to the election, we shed light on levels of insularity characterizing sources preferred by different partisan communities and investigate how specific patterns of active attention emerge around different sources and around stories proposing different framing of specific political actors. Our findings indicate that, on Twitter, sources mainly shared by supporters of populist parties (the Five Star Movement and the League) are characterized by higher levels of insularity compared to those shared by supporters of other parties. We also find that, on Facebook, news items published by highly insular sources receive a higher number of shares per comment. Finally, our analyses show that news presenting a positive framing of the Five Star Movement – the unique ‘cyber party’ in the system – receives a higher number of shares per comment compared to items presenting the Movement in a negative light, while the opposite is true for stories on all other political parties.     

The effects of drinking status and believability of ads featured in a social norms campaign on college students' estimation and accuracy of other students' celebratory drinking

This study examined estimation and accuracy of normative perceptions for students during one celebratory drinking occasion. Students who drank on St. Patrick's Day overestimated the percentage of others who also drank, whereas the students who did not drink on St. Patrick's Day underestimated the percentage of others who also did not drink. The students' drinking behaviors on St. Patrick's Day did not substantially differentiate their accuracy scores. However, of the students who drank on St. Patrick's Day, those who did not believe the ads showed stronger overestimation of others who drank than did those who believed the ads.     

College students define binge drinking and estimate its prevalence: results of a national survey

Data from the 1999 College Alcohol Study were used to examine how students define the term binge drinking, to determine how much binge drinking the students think exists on their campuses, and to analyze how students' estimates compare with aggregated self-reports of student drinking. The findings indicate that the median of the students' definitions of binge drinking is 6 drinks in a row for men and 5 for women, 1 drink higher than the definition used by researchers. Students' definitions of binge drinking vary with their own drinking levels, suggesting that dissenting views of the research definition may represent voices of the heaviest drinkers. At the median, students estimated that 35% of all students were binge drinkers. Half (47%) of the students underestimated the binge drinking rate at their school, 29% overestimated it, and 13% were accurate. Although programs designed to reduce the frequency or prevalence of binge drinking by emphasizing healthier norms would be most useful in addressing binge drinkers who overestimate drinking norms, this group includes only 13% of college students.     

Use of propensity score matching to evaluate a national smoking cessation media campaign

Sustained mass media campaigns have been recommended to stem the tobacco epidemic in the United States. Propensity score matching (PSM) was used to estimate the effect of awareness of a national smoking cessation media campaign (EX) on quit attempts and cessation-related cognition. Participants were 4,067 smokers and recent quitters aged 18-49 in targeted U.S. media markets. Controlling for potential confounders through PSM and regression analysis, confirmed awareness of EX was not significantly associated with either outcome at 6-month follow-up. Matched analyses excluding 217 quitters resulted in a significant effect of EX on both outcomes.     

Binge drinking in and out of college: An examination of social control and differential association on binge drinking behaviors between college students and their non-college peers

ABSTRACT

Excessive drinking behavior is a common problem on college campuses but it also affects the same age group that does not attend college. This is a sociological concern because of the multitude of negative consequences associated with binge drinking. The role of peers and social control factors, including the revised routine activities approach to involvement was used to examine what factors influence alcohol consumption. Although there are differences between the drinking behavior of both groups, peer behavior was consistently the strongest predictor of individual drinking behavior for both college and non-college students. Both groups are at risk for experiencing the negative consequences of alcohol use and reduction efforts need to target peer groups.     

Social media dialogues in a crisis: A mixed-methods approach to identifying publics on social media

Despite the promise of social media to engender dialogue, the common approach to studying social media may prioritize monologue, whereby research considers the strategies organizations use in targeting publics, particularly in a crisis. This study uses a mixed-method approach to analyze dialogue in a crisis—semantic network analysis and content analysis. Specifically, this study examines the emotional expression and crisis coping behaviors on social media during two separate terror attacks: the Paris terror attacks in 2015 and the Barcelona terror attacks in 2017. Results demonstrate how publics may be identified and understood through semantic network analysis and content analysis. This study also shows the connection between emotions and coping, expanding the crisis communication literature in public relations, and suggests the need to consider agenda-setting and resilience in crisis communication research. Finally, we discuss this study’s implications for assuming a dialogic orientation in public relations.