This comparative study attempts to gain a better understanding of how to target the older European consumers and, more precisely which advertising appeals are most effective amongst the older consumers of Poland, Hungary, Ireland and the UK. In an experiment, older (N=93) and younger (N=275)...

Purpose: To investigate the effect that interactions between social media user-generated images (UGIs) involving alcohol use, and social media safe-drinking advertising, have on young people’s intention to consume alcohol. Design/methodology/approach: Two empirical studies were conducted...