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Samota pazi na nas, alkoholna industrija pa tudi [Elektronski vir] : pitje alkohola v času epidemije covida-19Ramšak, Mojca, 1969-Med pandemijo koronavirusa (2020–2022) je bilo trženje alkohola zelo učinkovito in to navkljub zdravstvenim opozorilom, protialkoholni zakonodaji in samoregulacijam, saj je alkoholna industrija ... uporabljala različne gverilske taktike, da bi obdržala obstoječe pivce in pritegnila nove. Zaradi celovitega razumevanja kulturnega vedenja, navad in ritualov pivcev je trženje alkohola pritegnilo tako široko kot ciljno občinstvo. Kljub globalnim zaprtjem se je zaslužek alkoholne industrije povečal zaradi razširjene ponudbe, digitalnih storitev in veččutnega nakupovanja. V času pandemije so velika podjetja v alkoholni industriji imela ogromne finančne dobičke. V prispevku so predstavljeni načini tarčnega marketinga alkoholne industrije v času pandemije in novosti na področju digitalnega pitja, in sicer: spletna prodaja alkohola, spletne degustacije vin, vino v pločevinkah, pivske virtualne igre, šale in memi na družbenih omrežjih, miti o alkoholu in covidu-19, ranljive skupine in potrošnja alkohola, alkoholne spodbude za cepljene, alkohol in izguba vonja ter okusa. Glede na ekspanzijo novih načinov privabljanja pivcev, ki so nastali v času pandemije, lahko pričakujemo, da se bo ta trend krepil tudi v prihodnje.Source: Pravo in ekonomija [Elektronski vir] : pravo, ekonomija in epidemija (Str. 93-126)Type of material - e-article ; adult, seriousPublish date - 2022Language - slovenianCOBISS.SI-ID - 117401347
Author
Ramšak, Mojca, 1969-
Topics
epidemije |
covid-19 |
uživanje alkoholnih pijač |
nove tehnologije |
trženje |
epidemics |
Covid-19 |
drinking of alcoholic beverages |
new technologies |
marketing
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Ramšak, Mojca, 1969- | 14974 |
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