Earticle

초록

영어

Purpose: The objective of this study was to analyze the posts of alcohols brands on Instagram to evaluate the marketing features preferred by young generations. Method: The CAY(Content Appealing to Youth) Index was utilized to analyze the instagram accounts of the top 9 beer brands and 4 Soju brands in Korea. Three coders analysed a total of 224 posts from the brands’ official Instagram accounts. Results: The results showed that many posts integrated youth appealing factors such as positive emotional experiences and use of celebrities. The posts also emphasized individuality as well as social relationship. The most frequently used appeal was humor. Conclusion: The advertisements and posts on instagram are likely to create positive inclinations to young generations towards alcohol. Moreover, positive attitude towards drinking culture and alcohol brands can be enhanced due to the influence of alcohol brands’ SNS marketing.

목차

Ⅰ. 서론
Ⅱ. 연구 방법
A. 연구대상 및 자료 수집
B. 내용분석의 구성
C. 분석 방법
Ⅲ. 연구 결과
Ⅳ. 논의
Ⅴ. 결론
참고문헌

저자

• 권세인 [ Sein Kwon | 한동대학교 경영경제학부 ]
• 강예은 [ Yeeun Kang | 한동대학교 경영경제학부 ]
• 안이은 [ Iien Ahn | 한동대학교 상담심리사회복지학부 ]
• 이혜규 [ Hyegyu Lee | 한동대학교 경영경제학부 ] 교신저자

참고문헌