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Intoxicating Entertainment? The Influence of 'Star Music Trek' on the Drinking Practices of Nigerian Students

机译:令人陶醉的娱乐? “星际迷航”对尼日利亚学生饮酒习惯的影响

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Sophisticated marketing strategies are increasingly used by transnational alcohol companies in Nigeria. While this facilitates alcohol availability and encourages alcohol consumption, there are no effective policies to regulate alcohol marketing. This study draws on qualitative interviews with 31 Nigerian university students (aged 19-23 years) to explore some of the ways in which "Star Music Trek" (SMT, a brewer-sponsored music concert) establishes spaces that facilitate alcohol consumption among Nigerian youths. The data were analyzed to generate themes with the aid of NVivo 10 software. The article argues that although the rationale for attending the SMT event is to be entertained by famous artists for a reduced entrance fee, the event creates conditions that influence young people to use alcohol in diverse ways. Among nondrinkers, SMT establishes conditions that influence alcohol initiation because purchasing "Star beer," the brand that sponsors SMT, not only serves as a ticket or gate pass to some of the concerts, but it is also the only brand sold at the event. Among those who use alcohol, SMT creates spaces that encourage a culture of intoxication because of the easy availability and accessibility of Star beer and promotional activities in the form of price reductions, raffle draws, and free drinks. The participants also discussed the ways in which the sponsor uses its marketing representatives to promote brand allegiance by encouraging attendees to favor Star beer after the concert. Overall, the findings reveal that SMT is a sophisticated marketing strategy to promote the Star brand. The study discusses the implications of the findings and concludes that effective national alcohol control policies should be formulated and implemented in Nigeria.
机译:尼日利亚的跨国酒精公司越来越多地使用复杂的营销策略。尽管这可以促进酒精的供应并鼓励饮酒,但尚无有效的政策来规范饮酒市场。这项研究以对31名尼日利亚大学生(年龄在19-23岁之间)的定性访谈为基础,探讨了“星际迷航”(酿酒师赞助的音乐音乐会)在尼日利亚青年中建立便利饮酒空间的一些方式。借助NVivo 10软件对数据进行分析以生成主题。文章认为,尽管参加SMT活动的理由是由著名艺术家以降低的入场费来娱乐的,但该活动创造了影响年轻人以多种方式使用酒精的条件。在非饮酒者中,SMT建立了影响饮酒的条件,因为购买赞助SMT的品牌“ Star Beer”不仅是一些音乐会的门票或入场券,还是唯一在活动中出售的品牌。在使用酒精的人中,SMT创造了鼓励陶醉文化的空间,因为星空啤酒容易获得和使用,并且通过降低价格,抽奖和免费饮料的形式进行促销活动。参加者还讨论了赞助商利用其营销代表通过鼓励参加者在音乐会结束后青睐星啤来提升品牌忠诚度的方式。总体而言,调查结果表明SMT是推广Star品牌的复杂营销策略。该研究讨论了研究结果的含义,并得出结论认为,应在尼日利亚制定和实施有效的国家酒精控制政策。

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