An Exploratory Content Analysis of Alcohol-Related Posts on Social Media by Influencers in India: Implications for Public Health in Low and Middle-Income Countries.

OBJECTIVES

Social media influencers significantly shape alcohol consumption norms, particularly in Low and Middle-Income Countries (LMICs) where regulatory frameworks lag behind digital marketing innovations. This study analyzed alcohol-related content posted by social media influencers in India.

METHODS

Thematic content analysis was conducted on 3,442 alcohol-related posts from 50 influencer accounts on Instagram and Facebook over 5 months (January-May 2025). A hybrid deductive-inductive approach identified underlying narratives and implicit meanings beyond surface-level coding.

RESULTS

Five major themes emerged: (1) Alcohol as Social Capital and Lifestyle Enhancement, (2) Cultural Integration and Normalization, (3) Aspirational Consumption and Peer Influence, (4) Commercial Disguise and Transparency Deficit, and (5) Gender-Specific Targeting and Regional Concentration. Foreign brands dominated content (65%), with whiskey most featured (32.0%). High engagement patterns (maximum: 487,251 likes) revealed strong audience resonance with lifestyle-aspirational content, while 86% of influencers failed to disclose commercial partnerships.

CONCLUSIONS

Social media influencers construct sophisticated narratives positioning alcohol as integral to social success and aspirational lifestyles. These marketing strategies extend beyond product promotion to embed alcohol consumption within fundamental social needs, representing significant public health concerns in LMICs with underdeveloped digital regulatory frameworks.