Given the prevalence of social media, a nascent but important area of research is the effect of social media posting on one's own self. It is possible that an individual's social media posts may have predictive capacity, especially in relation to health behavior. Researchers have long utilized concepts from the Theory of Reasoned Action (TRA) to predict health behaviors. The theory does not account for social media, which may influence or predict health behaviors. The purpose of this study was to test a model including Facebook alcohol displays and constructs from the TRA to predict binge drinking. Incoming college freshmen from two schools (312 participants between the ages of 18 and 19) were interviewed prior to (T1) and one year into college (T2), and their Facebook profiles were evaluated for displayed alcohol content. Path modeling was used to evaluate direct and indirect paths predicting binge drinking. Path analysis suggested that Facebook alcohol displays at T1 directly predict binge drinking at T2, while alcohol attitude both directly and indirectly predicts binge drinking. Based on these results, a preliminary model of social media presentation and action is discussed.

The purpose of this study was to investigate the emergence of displayed alcohol references on Facebook for first-year students from two universities. Graduated high school seniors who were planning to attend one of the two targeted study universities were recruited. Participants’ Facebook profiles were evaluated for displayed alcohol references at baseline and every four weeks throughout the first year of college. Profiles were categorized as Non-Displayers, Alcohol Displayers or Intoxication/Problem Drinking Displayers. Analyses included logistic regression, univariate and multivariate Cox proportional hazard analysis and multi-state Markov modeling. A total of 338 participants were recruited, 56.1% were female, 74.8% were Caucasian, and 58.8% were from University A. At baseline, 68 Facebook profiles (20.1%) included displayed alcohol references. During the first year of college, 135 (39.9%) profiles newly displayed alcohol. In multivariate Cox proportional hazard analysis, university (University B versus A, HR = 0.47, 95% CI: 0.28–0.77, p = 0.003), number of Facebook friends (HR = 1.19, 95% CI: 1.09–1.28, p < 0.001 for every 100 more friends), and average monthly status updates (HR = 1.03, 95% CI: 1.002–1.05, p = 0.033) were identified as independent predictors for new alcohol display. Findings contribute to understanding the patterns and predictors for displayed alcohol references on Facebook.

Key Points Question How often are recreational marijuana companies adhering to the state of Washington Administrative Code regulations when posting product promotion messages on social media? Findings This cross-sectional content analysis of 1027 posts on Facebook and Twitter platforms evaluated the social media content of business pages from 6 recreational marijuana companies. Violations of regulations regarding prohibited content were present for between 2% and 13% posts across regulation categories; required warnings were present on only 11% of posts. Meaning Social media are influential and accessible platforms for youths in which recreational marijuana companies promote prohibited content and avoid required health warning messages.

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