Emergence and predictors of alcohol reference displays on Facebook during the first year of college

Abstract

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.

Different digital paths to the keg? How exposure to peers' alcohol-related social media content influences drinking among male and female first-year college students

“…Consistent with previous research documenting college students’ frequently recording their risky drinking behaviors on SMS (Moreno et al, 2014) first-year students in this study reported observing alcohol-related content posted by peers on Facebook, Instagram, and Snapchat. Exposure to this content during the first 6 weeks of college predicted their own alcohol consumption 6 months later, even after controlling for students’ and close friends initial drinking.…”

“…Likewise, Snapchat’s unique disappearing post feature may assure students that there will be no lasting proof of their alcohol misuse. Thus, while a number of researchers have explored the feasibility of Facebook-based alcohol interventions for college students (Ridout & Campbell, 2014; Moreno et al, 2014), data from this study suggest that college students may be better reached through Instagram and Snapchat, and if ignored, alcohol depictions on Snapchat and Instagram may even thwart Facebook-based prevention efforts.…”

“…These displayed alcohol references are likely to have a wide reach to students’ peers as more than 94% of first-year college students in the U.S. use at least one SMS (Sponcil & Gitimu, 2012). The vast majority of first-year students report daily use of multiple SMS platforms (Lenhart, 2015) and boast peer networks far exceeding numbers of off-line friends (Moreno et al, 2014). Although researchers have just begun to tackle questions at the intersections of college, SMS, and alcohol use, two questions continue to merit attention: Do peers’ references to alcohol on SMS influence college students’ own alcohol-related cognitions and decisions?…”

Facebook Displays as Predictors of Binge Drinking

“…A Facebook post is the presentation of some aspect of self on one's own virtual profile for viewing by select friends, a whole network, or even the entire web. While research has considered the content of these posts, their association with activity, and considered their possible influence (Moreno et al, 2010; Moreno, Briner, Williams, Walker, & Christakis, 2009; Moreno et al, 2014; Litt & Stock, 2011) little research has considered the predictive power of a Facebook post within a theoretical framework. It is possible, as Facebook posts may be indicative of attitude or normative expectations, that such posts operate in a similar manner as norms and attitude in predicting behavior.…”

Researching Online Visual Displays on Social Networking Sites: Methodologies and Meanings

“…For example, some entertainment applications, or apps, accessible on smartphones seek to encourage drinking (Weaver et al 2013). Many young people's SNS profile pages are replete with alcohol and drinking-related content, both textual and visual (Brown & Gregg 2012;Egan & Moreno 2010;Griffiths & Casswell 2010;Moreno et al 2010;Moreno et al 2014). Australian university students use photos to display drinking identities, with their Facebook pages permeated with drinking-related images (Ridout, Campbell & Ellis 2011).…”