Who is watching user-generated alcohol posts on social media?. (March 2018)

• Record Type: Journal Article
• Authors: Erevik, Eilin K.; Pallesen, Ståle; Andreassen, Cecilie S.; Vedaa, Øystein; Torsheim, Torbjørn
• Is Part Of: Addictive behaviors. Volume 78(2018)
• Page Start: 131
• Page End: 137
• Publication Date: 2018-03
• Subjects: Social networking sites -- Social media -- Alcohol -- Exposure -- Students -- User-generated; Substance abuse -- Periodicals; Alcoholism -- Periodicals; Drug addiction -- Periodicals; Nicotine addiction -- Periodicals; Smoking -- Periodicals; Gambling -- Psychological aspects -- Periodicals; Electronic journals; 362.29
• DOI: 10.1016/j.addbeh.2017.11.023
• Languages: English
• ISSNs: 0306-4603

Abstract

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 questions regarding demographics, personality, alcohol-related cognitions, and general use of social media and alcohol. Binary logistic regressions were run to identify characteristics associated with monthly or more frequent exposure to alcohol-related posts on social media. Results: A total of 96.7% had been exposed to alcohol-related posts, exposure to posts with a positive valence of alcohol were more frequently reported than exposure to content with a negative valence of alcohol. Reports of monthly or more frequent exposure to alcohol on social media were associated with a range of characteristics, among these younger age, being native Norwegian, lower extroversion and higher agreeableness and self-monitoring scores, higher alcohol use, stronger descriptive norms for alcohol use among online-friends, and more frequent logins to social media. Conclusions: Students' potential inflated alcohol norms (originating from social media) should be addressed. The results suggest that exposure may be determined by high alcohol use and membership in demographical groups associated with high alcohol use, an increased attentiveness towards others' behavior, and excessive social media use. Future studies investigating the relationship between alcohol exposure on social media and later alcohol use should control for such factors. Highlights: A majority of college students report exposure to alcohol content on social media. Alcohol posts are often interpreted as reflections of positive aspects of alcohol. Initiatives to countermeasure alcohol exposure on social media may be warranted. Alcohol disclosure on social media is strongly associated with alcohol exposure. Alcohol may become increasingly salient in given online networks.