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Digital Consumer Engagement of Alcoholic Beverage Companies in a Highly Regulated Environment

Nayanapriya, Luckruwan (2025)

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Nayanapriya_Luckruwan.pdf (1.461Mt)
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Nayanapriya, Luckruwan
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052114080
Tiivistelmä
This thesis, undertaken from 21st October 2024 to 8th March 2025, explores the alcoholic beverage market in Europe, its dynamics in the context of PESTEL framework and how the consumer engagement takes place in line with the role of alcoholic beverage companies in a strict regulatory framework. First part focuses on identifying the industry specific differences such as government policies, taxation, regulatory enforcement, general perception, and ethical influence towards alcoholic beverage industry in the era of digital transformation.

Based on the above challenging business environment, how alcoholic beverage companies get organized, adopt internal processes, resources and make use of digital capabilities to engage with target audiences in compliance with the mandatory regulations, imposed by the relevant government under EU directives are discussed in detail in the second part of the thesis. This part further identifies how stakeholder management theory is practiced by global companies such as Diageo, Heineken, Pernod Ricard in the real-world business context.

The research investigates how alcoholic beverage companies engage with the target consumers, and the research was designed aimed at identifying the targeted user profile, digital platforms in use, impact of digital contents, and the nature of post response of the user, driven by the engagement efforts of alcoholic beverage companies. The survey was designed to capture both quantitative, qualitative aspect of the digital use of alcoholic beverage companies from the viewpoint of uses. The target population was over 18 years current year students, close friends, relatives living in Europe.

Research findings indicate various aspects of user profile, digital behaviour, and interactive engagements contents, which are frequently utilized by alcoholic beverage companies. These results further identify that various type of digital materials, messages, visuals, interactive elements with unique appealing such as cocktail recipes, pairing ideas, consumption occasions and lifestyle moments, which could stimulate users to create stories within their social circle. Thus, effectiveness of online material and the selection of the correct social platform have a strong relationship in engaging with the user, which is confirmed by the user comments, and the post engagement actions, made by the respondents according to the study.
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