Media and alcohol, is the Evin law still efficient at the era of influencers? / Vincent PERRIER / 2021

Titre : Media and alcohol, is the Evin law still efficient at the era of influencers? Type de document : Mémoire Auteurs : Vincent PERRIER, Auteur Année de publication : 2021 Importance : 22 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management ALCOOLISME ; INFLUENCEUR ; RESEAU SOCIAL Entreprise PUBLICITE Résumé : As a consequence of the Evin law adopted in 1991, alcohol-related advertisings are strongly regulated in France. On the Internet, it controls the message conveyed : it must not show a positive image of alcohol. Yet, influencers are not subject to this law when they show alcohol without being tied with a contract between then and the alcohol-vending company. The following paper tries to understand the influence and exposure of influencers toward a population under the drinking legal age. More precisely, it gives an understanding of the exposure of this underage population toward alcohol contents. For, a quantitative study was conducted through a Qualtrics survey to answer to four hypotheses related to the topics explained above. Generally speaking, it gave an answer to the question “Media and alcohol, is the Evin law still efficient at the era of influencers?”. The survey compiled 149 answers. People were asked 17 questions about their presence on social media platforms, their exposure to influencers contents and most particularly alcohol content, as well as their knowledge about alcohol brands, and the message conveyed by influencers about alcohol. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538123