ABSTRACT
This chapter aims to foreground the contributions of the diverse contributions, point to gaps where new efforts seem likely to be rewarding and discuss some of the challenges inherent to the field. It encourages the emerging efforts to collaborate, using collective skills and experience, along with those of wider social science communities, to create a new body of knowledge to inform policy and political practices that can mitigate the effects of alcohol marketing within social media. The chapter explores some of the contours of this uneven and contested field before turning our attention to the methods, approaches and challenges that public good science can work with, around and innovatively on from. It presents a brief overview of the primary methods used within the field by public good research. The chapter seeks to promote discussion around the development of new, theory-driven empirical approaches to understanding the issues from a public good perspective.
