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The interactive nature of internet activity and the sheer amount of alcohol-related content online have led researchers to suggest that these forms of media can be particularly influential sources of alcohol messaging, one of the fundamental concepts of interactive online marketing is engagement, where the goal is not simply to expose consumers to a particular product, but to create an environment in which they are actually interacting with the brand,' befriending' the product, and integrating it into their personal and social relationships.

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