Double Vision on Social Media: How Self-Generated Alcohol-Related Content Posts Moderate the Link between Viewing Others' Posts and Drinking.

Published on Feb 15, 2021in Journal of Health Communication
· DOI :10.1080/10810730.2021.1878311
Mai-Ly N. Steers9
Estimated H-index: 9
(Duquesne University),
Rose Marie Ward22
Estimated H-index: 22
(Miami University)
+ 3 AuthorsElizabeth Teas (Purdue University)
Sources
Abstract
A robust finding is the positive association between self-generated alcohol-related content (SG-ARC) on social media (SM) and drinking among emerging adults; however, the reasons for this relationship are still unclear. A factor that has yet to be explored in combination with SG-ARC is how viewing others' alcohol-related content (ARC) may be impacting young adults' drinking. This cross-sectional study conducted across two universities asked students (N = 780; M = 20.80 years old; SD = 2.29; 67.82% female) to self-report how many SG-ARC posts they posted, to estimate how much they saw others' ARC, and how much they drank weekly. SG-ARC was then evaluated as a moderator of the association between viewing others' ARC and drinking. A negative binomial regression model with robust sandwich estimators was employed. Results revealed that both SG-ARC and viewing others' ARC were positively associated with drinking. A significant two-way interaction between SG-ARC and others' ARC emerged such that viewing others' posts appeared to exert an influence on drinking, particularly for students who did not post as many SG-ARC posts. These findings provide evidence that seeing others' ARC may be socially influencing students to drink, especially if they do not post as much SG-ARC themselves, by altering their internalized drinking norms.
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#2Rose Marie Ward (Miami University)H-Index: 22
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#2Mai-Ly N. Steers (Duquesne University)H-Index: 9
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Abstract There is considerable research demonstrating that college life alcohol salience is associated with alcohol use among undergraduates. However, the strength of this association may depend on whether students self-identify with other students on their campus; self-identification with other students may indicate how influential other students are on an individuals' drinking. As such, the current research investigated whether identification with the “typical student” moderated the relationsh...
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BACKGROUND: Alcohol-related blackouts are associated with a range of negative consequences and are common among social drinkers. Discussing alcohol use on social networking platforms (e.g., Twitter) is common and related to higher alcohol consumption levels. Due to the widespread nature of alcohol-related social networking posts and alcohol-related blackouts, we examined the content of alcohol-related blackouts posts/"Tweets" on Twitter, with a focus on intentions to blackout and specific motiva...
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Background: Alcohol is often consumed in social contexts. An emerging social context in which alcohol is becoming increasingly apparent is social media. More and more young people display alcohol-related posts on social networking sites such as Facebook and Instagram. Objective: Considering the importance of the social aspects of alcohol consumption and social media use, this study investigated the social content of alcohol posts (ie, the evaluative social context and presence of people) and soc...
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Abstract Aim To examine students' exposure to user-generated alcohol content on social media, and identify characteristics (i.e. demographics, personality traits, alcohol use, alcohol-related cognitions, and social media factors) associated with monthly or more frequent exposure. Method College/university students (N = 11,236) in Bergen, Norway, completed a web-survey measuring exposure to alcohol on social media – both frequency and interpretations of alcohol content. The survey included questi...
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