Abstract
Social networking sites (SNSs) are invested in heavily by marketers aiming to reach a growing number of consumers. Concerns regarding the influence of posts displayed on SNSs in relation to behaviour were raised, in particular the promotion of ill-health behaviour directed to adolescents who may be at risk from suggestible practices. Although adolescents tend to be critical towards traditional forms of advertising, little is known about their perception of influencing strategies developed online, especially where sponsor- and user-generated content coexist. This exploratory study aims to gather information directly from adolescents about their use of SNSs their awareness of the influence that SNS content may have, particularly when it comes to tobacco and alcohol messages. Ten focus groups were conducted with 39 adolescents (11–16 years old; 56.4% male). Qualitative analysis documents the differences associated with adolescents’ favourite SNSs. The different parameters linked to each SNS and the expectation to find entertaining content and values associated with friendship may decrease adolescents’ perception of potential risk for health associated with SNS use. Authors advocate for the development of educational programs based on eHealth literacy and the use of social marketing techniques to facilitate and motivate adolescents to develop their competences.
Highlights
The influence of social media posts advertising alcohol and tobacco (A+T), in particular how they may influence the health behaviours of adolescent users of those sites, is an area of international research interest
It is acknowledged that the teenage years are a period when the consumption of substances such as alcohol and tobacco may escalate from experimentation to misuse, and to the development of habits that may lead to later addiction issues [9,10]
Research conducted by Health Behaviour in School-aged Children (HBSC) in 2010 and 2014 have documented that French teenagers commonly start to experiment with substance use and misuse
Summary
The influence of social media posts advertising alcohol and tobacco (A+T), in particular how they may influence the health behaviours of adolescent users of those sites, is an area of international research interest. Despite a decrease in overall tobacco consumption among the younger population (12–17 years old), French teenagers have one of the highest rates of use of A+T in Europe [8]. It is acknowledged that the teenage years are a period when the consumption of substances such as alcohol and tobacco may escalate from experimentation to misuse, and to the development of habits that may lead to later addiction issues [9,10]. Research conducted by Health Behaviour in School-aged Children (HBSC) in 2010 and 2014 have documented that French teenagers commonly start to experiment with substance use and misuse
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