Doelstellingen De mate van betrokkenheid van jonge gebruikers bij wervingsadvertenties voor geldezels op Instagram onderzoeken. Methoden Drie advertenties die de belangrijkste mechanismen voor betrokkenheid bij cybercriminaliteit weerspiegelen en gericht waren op Nederlandse gebruikersclusters werden op twee Instagram-plaatsingen geplaatst. Door middel van dit quasi-experimentele 3 × 2 factorial design konden we het bereik en de weergaven van de advertenties, de doorklikratio's, het geslacht van de deelnemers en de temporele verdelingen van de gebruikersbetrokkenheid analyseren. Resultaten De analyse toont aan dat tot 3% van de jonge gebruikers zich bezighield met de advertenties, vooral met advertenties die een luxe levensstijl promoten en neutralisatietechnieken gebruiken. Mannen waren vaker betrokken en 's nachts werd er meer geklikt. Conclusies Sommige jonge Instagram-gebruikers lijken geneigd om geld te verdienen via hun bankpas en lopen het risico om online betrokken te raken bij cybercriminaliteit. We moedigen toekomstig onderzoek aan om het gebruik van sociale media in criminologische studies verder te onderzoeken. ENGLISH Objectives Examine the level of engagement of young users with money mule recruitment ads on Instagram. Methods Three ads reflecting key cybercrime involvement mechanisms and targeting Dutch user clusters were run on two Instagram placements. By means of this quasi-experimental 3 × 2 factorial design, we were able to analyze the reach and views of the ads, click-through rates, gender of the participants, and temporal distributions of user engagement. Results Mimicking actual recruitment environments, analysis shows that up to 3% of young users engaged with the ads, especially those promoting a luxury lifestyle and using neutralization techniques. Men were more likely to engage, and click-through rates were higher at night. Conclusions Some young Instagram users seem prone to making money through their bank cards and risk becoming involved in cybercrime online. We encourage future research to explore further the use of social media in criminological studies. This is a post-peer-review, pre-copyedit version of an article published in Journal of Experimental Criminology. The final authenticated version is available online at: https://link.springer.com/article/10.1007/s11292-022-09537-7
The purpose of the research we undertook for this Conference Paper was to investigate whether marketing campaigns for specific types of drinks could be directed towards age cohorts rather than towards intercultural differences between countries. We developed consumer profiles based on drinking motives and drinking behavior by age cohorts. We hypothesized that differences between countries in the youngest age groups are smaller than in the older age groups, where country specific tradition and culture still plays a more prominent role. We, therefore tested, from the data obtained by the COnsumer BEhaviouR Erasmus Network (COBEREN), the hypothesis that the extent to which the age specific profiles differ between countries increases with age. The results confirm our hypothesis that the extent to which drinking motives differ between countries increases with age. Our results suggest that marketing campaigns which are directed towards drinking motives, could best be tailored by age cohort, in particular when it concerns age group 18-37 and more particular for beer, spirits and especially premix drinks. Marketing campaigns for non-alcoholic beverages should be made specific for the British countries and the Western countries, but even more effectively be made specific for the age cohort 18-37.
We need mental and physical reference points. We need physical reference points such as signposts to show us which way to go, for example to the airport or the hospital, and we need reference points to show us where we are. Why? If you don’t know where you are, it’s quite a difficult job to find your way, thus landmarks and “lieux de memoire” play an important role in our lives.
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