S A Nicolaou, I Televantou, A Papageorgiou, A P Albert, A W Hitchings, P McCrorie, Persoulla Nicolaou
Factors affecting pharmacology learning in integrated PBL in diverse medical students: a mixed methods study
BMC medical education
despite widespread use shortvideo social media platform tiktok limited research investigates alcohol portrayed platform previous research suggests driver alcohol content tiktok part comes bartenders demonstrating make drinks study aims explore characterizing patterns bartender influencers tiktok feature incorporate alcohol videos identified global top 15 followed bartenders tiktok 2021 cumulative 297 million subscribers videos posted november december 2021 period christmas new year alcohol tends marketed periods videos coded based five criteria 1 presence alcohol 2 alcohol categories 3 alcohol brands visible 4 presence candies sweet products 5 presence cues refer young peoples interests total identified 345 videos received 270325600 views total average 18021707 views per video among 345 videos 92 n 317 displayed alcohol cocktail recipes 249275600 views average 786358 views common types alcohol present videos liquor vodka rum whiskey highabv beverages 73 n 230 displayed mentioned alcohol brand 17 n 55 associated alcohol sweet products different types candy 53957900 views average 981053 views per video 13 n 43 contained cues appealing young people eg cartoons characters 15763300 views average 366588 views per video findings suggest large presence positively framed alcohol content posted popular bartenders tiktok exposure digital marketing related increase alcohol consumption particularly among young people regulations needed protect public alcoholrelated harms