Abstract:

This paper explores the potential effects of surrogate advertising carried out via social media and sporting tournaments on shoppers' responses to liquor manufacturers in Delhi. It is a secondary review, not a primary consumer survey, and has a structured design. The core corpus of 15 reliable academic, policy and regulatory sources was coded by communication channel, study design and consumer-response outcome (dominant) and followed by Indian advertising rules and brand-extension guidance. First, the synthesis suggests that social media marketing has a particular impact on customers who actively use the content of their brands, such as when followers follow, like, share or comment on branded content; engagement creates commercial exposure, peer visibility and algorithmic repetition. Sports sponsorship, on the other hand, works differently, but in tandem; it places alcohol-involved brands in places where sports are valued, it confers meaning on the team or event and on the sponsor, and it offers repeated exposure that can be seen as entertainment, not advertising. Purchase/consumption responses were the most common reported outcomes across all the evidence reviewed, followed by brand awareness/exposure. The literature in the international domain, however, cannot determine the causal effect of Universalisation of Delhi, and purchase intention cannot be a direct proxy of purchase. While substantive conditions allow for brand extensions in India, rules do not allow surrogate advertising, and digital convergence and integration of sponsorships in the rules present challenges to enforcement. The paper recommends platform monitoring, independent verification of brand extensions, the disclosure of clear sponsorship, age-sensitive safeguards, media-literacy interventions and Delhi-specific longitudinal studies to be undertaken in a coordinated manner in Delhi.

Keywords:

surrogate advertising, liquor brands, social media, sports sponsorship, attitude, purchase intention, Delhi, Secondary research.

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Methods