Journal article
Exploring College Students' Use of General and Alcohol-Related Social Media and Their Associations With Alcohol-Related Behaviors
Journal of American college health, Vol.62(5), pp.328-335
07/04/2014
Handle:
https://hdl.handle.net/2376/109155
PMID: 24635485
Abstract
Objective: Alcohol marketers have increasingly moved their advertising efforts into digital and social media venues. As a result, the purpose of this study is to investigate associations between students' use of social media, their exposure to alcohol marketing messages through social media, and their alcohol-related beliefs and behaviors. Participants: Public and private university students (N = 637) participated November and December 2011 and April 2012. Methods: College students completed online surveys to measure their exposure to social and online media generally, as well as their alcohol-related digital media use and alcohol use. Results: Use of social media related to alcohol marketing predicted alcohol consumption and engaging in risky behaviors, whereas the use of social media more generally did not. Conclusions: Students' use of alcohol-related social media-marketing content associates with their problem drinking. Results have implications for alcohol abuse reduction efforts targeted at college students and suggest the importance of considering social, cultural, and cognitive factors in campaign planning and design.
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Details
- Title
- Exploring College Students' Use of General and Alcohol-Related Social Media and Their Associations With Alcohol-Related Behaviors
- Creators
- Eric W Hoffman - Department of Communication, Flagler CollegeBruce E Pinkleton - Edward R. Murrow College of Communication, Washington State UniversityErica Weintraub Austin - Edward R. Murrow College of Communication, Washington State UniversityWanda Reyes-Velázquez - Communication Department, Higher Colleges of Technology
- Publication Details
- Journal of American college health, Vol.62(5), pp.328-335
- Academic Unit
- Program in Communication
- Publisher
- Routledge
- Identifiers
- 99900547132301842
- Language
- English
- Resource Type
- Journal article