Perceptions surpass reality: Self-reported alcohol-related communication on Instagram is more strongly related with frequency of alcohol consumption and binge drinking than actual alcohol-related communication

Associations between frequency of exposure to peer-generated alcohol-related posts and alcohol use within a social network of college students

Peer alcohol use, commonly assessed via perceptions of how many drinks peers consume, is a robust predictor of college drinking. These perceptions are formed by in-person exposure to peer drinking but also may be affected by seeing alcohol-related content (ARC) shared on peer social media accounts. Most research assesses exposure by asking about the frequency of ARC sharing by a whole friend group, potentially missing influences from specific friends. Social network methods collect information about specific friends and their behavior but few studies have used these methods to examine the effects of ARC on drinking, nor have they examined potential moderators of this relationship. The purpose of this study was to examine whether perceived frequency of exposure to ARC shared by social network members on social media is associated with participant alcohol use after controlling for network members' self-reported alcohol use, and if participant gender and relationship qualities with network members moderate this association. Participants were 994 college students (Mage = 21.17, SD = 0.47; 61.8 % female; 55.4 % White; 12.3 % Hispanic) who completed a web-based survey. Due to the social network design, network autocorrelation analyses were conducted, which revealed that greater perceived frequency of exposure to network member ARC was significantly associated with higher alcohol quantity above and beyond network members' alcohol use. Peer ARC had a unique association with drinking behavior independent of in-person peer alcohol use, although the cross-sectional design precludes making causal inferences. Clinicians delivering alcohol interventions to college students may wish to discuss exposure to ARC as another important source of peer influence and how media literacy may help reduce the effects.

Following social media influencers who share alcohol-related content is associated with college drinking

INTRODUCTION

Frequent exposure to peer-shared alcohol-related content (ARC) on social media is associated with greater alcohol consumption and related consequences among undergraduates. Social media influencers also share ARC; yet, the effect of exposure to influencer-shared ARC on alcohol outcomes has not been examined. The current study examined whether following influencers who share ARC and the frequency of sharing were associated with alcohol outcomes, and associations between influencer type (e.g., actors) and alcohol outcomes.

METHODS

Undergraduates (N = 528) from two universities in the United States completed an online survey assessing demographics, social media use, alcohol use and related consequences. They listed up to five influencers they followed and viewed the most content from. A series of linear regression models were conducted.

RESULTS

Having a larger proportion of influencers sharing ARC was associated with greater quantity, frequency and peak drinks, but not consequences. Frequency of influencers sharing ARC was associated with greater quantity and peak drinks, but not frequency or consequences. Findings remained significant, even after controlling for peer ARC. Actor ARC, everyday person ARC and 'other' type influencer ARC were associated with several alcohol outcomes.

DISCUSSION AND CONCLUSIONS

This study added to the literature by examining how following influencers who share ARC, and sharing frequency, were associated with drinking outcomes over and above exposure to peer ARC. It also examined whether ARC content from specific types of influencers was associated with alcohol outcomes. Findings highlight that the source of ARC is relevant when studying the effects of ARC exposure on college drinking.

Instagram, risky drinking and main health effects in Spanish adolescents in the COVID-19 pandemic. A qualitative study

INTRODUCTION

The aim of this study was to analyze the relationship between Instagram, alcohol consumption and the impact on adolescent health during the COVID-19 pandemic.

DESIGN AND SAMPLE

A qualitative study was carried out with 13 focus groups, involving 38 interviews. The fieldwork was conducted between January and December 2021 using a semi-structured script with three main categories. The research was carried out by a team specialized in adolescent risks and qualitative research.

RESULTS

Three main categories were established: (1) The COVID-19 pandemic, Instagram and Risky Drinking, (2) Risk prevention and control strategies and (3) Effects on health. The participants (n = 118) reported greater alcohol consumption among Instagram users, either because this social media platform was used to spread the practice of alcohol consumption, or because they were affected by the content posted by digital marketers, Instagrammers, and/or contacts on Instagram. More than half of the sample (67.8%) had health problems (loss of control, headaches, difficulty in breathing, trembling, anxiety attacks, vomiting, tiredness, blackouts, and absence seizures), of whom 35% required urgent attention from their parents and/or the health services.

CONCLUSIONS

Further research is needed to prevent risky drinking related to the use of social networking sites (SNSs) and its main health effects.

Posting alcohol-related content on social media: Comparing college student posters and non-posters

Social networking sites (SNSs) are popular among college-aged adults. The defining characteristic of SNSs is that they are a platform to electronically share content. Most students report posting alcohol-related content (ARC) on SNSs. Little is known concerning these students who consume both alcohol and ARC yet choose not to generate ARC.

OBJECTIVE

The purpose of the current study was to compare key characteristics of posters and non-posters and develop a measure assessing reasons for not posting ARC.

METHOD

The researchers recruited a diverse sample of 1063 college students from two universities for an online study.

RESULTS

Relative to posters of ARC, non-posters tend to drink less, have fewer alcohol-related problems, and report fewer reasons for drinking. Non-posters also report viewing several positive and negative consequences of drinking on SNSs, but at lower levels than ARC posters. The Reasons Not to Post ARC Scale was correlated with common alcohol measures (drinking motives, drinking problems) and self-monitoring. The scale was not correlated with some other measures (posting and sharing alcohol-related content).

CONCLUSIONS

Given the dominant echo chamber effects of ARC on SNSs, examining non-posters can provide insight into the cognitions that might prevent others from joining the ARC social media culture.

Likelihood of Posting Alcohol-Related Content on Social Networking Sites - Measurement Development and Initial Validation

Background: The vast majority of adolescents and young adults are active on social networking sites (SNSs). SNSs are influential, risk-conducive environments for alcohol use among adolescents and young adults. Specifically, posting or sharing alcohol-related content (ARC) is associated with higher levels of alcohol use. However, it is unknown if sharing different types of ARC associates differentially with alcohol use and consequences. Objective: The goal of the current project was to develop a measure of the likelihood of posting key types of ARC posted by adolescents and young adults and to examine their associations with SNS use patterns and actual alcohol-related behavior. Method: Participants were 15-20 years of age (n = 306; 46.7% male; 56.6% Caucasian/White; 27.0% Asian) who completed a battery of self-report measures. Results: Results from an exploratory factor analysis revealed four types of ARC: (1) self and friend consumption, (2) memes and viral photos, (3) status updates: others' drinking and consequences, and (4) pictures: others' drinking and consequences. Conclusions: Participants' likelihood of posting self and Friend Consumption was significantly associated with heightened Snapchat use, typical drinks per week, peak drinking, and negative drinking consequences. Whereas youth appear to share more readily alcohol-related viral posts and memes, it seems that the sharing of ARC that is specifically related to the participants' own use or friends' use is salient concerning alcohol use and problems. Therefore, interventions might consider sending targeted prevention messages to individuals who share certain types of ARC which are more associated with problematic alcohol behaviors.