ABSTRACT
Theorising social networking sites is crucial to understanding how they work, what their potential for health and harm may be in the alcohol domain, and additionally what the implications of their widespread embedding in drinking cultures may be in the medium and long term. This chapter considers a number of issues involving social media usage currently employed by big alcohol brands. These include how alcohol companies use social media platforms such as social networking sites (e.g. Facebook and Twitter) to engage with young people, promote alcohol and generate alcohol-related conversations, through the use of multitude marketing communication tools such as advertising, sales promotions, events and broadcast sponsorships and viral marketing. The chapter addresses these issues and explores theoretical understandings with significant social implications. According to Griffiths and Casswell social media platforms operate as 'intoxigenic' online spaces, and positively encourage alcohol drinking by young adults.
