The Effects of Alcohol-Related Social Media Content on Adolescents’ Momentary Perceived Norms, Attitudes, and Drinking Intentions

Abstract

Research has shown that exposure to alcohol posts on social media can shape adolescents’ alcohol-related normative perceptions and attitudes, which in turn play a role in their drinking intentions. However, these studies focused on content in general, neglecting the variety of alcohol posts on social media. Furthermore, they were mostly cross-sectional and studied behaviors at one-time point, thus not considering within-person/daily (co-)fluctuations in exposure to alcohol posts and drinking cognitions. Therefore, this daily diary study among 275 Belgian adolescents (Mage = 15.83, SD = .88, 56.2% girls, 43% boys, 1 X) adds to the literature by examining how two types of alcohol posts (i.e. alcohol-focused vs. friend-focused) differently predict adolescents’ normative perceptions (i.e. descriptive and injunctive), alcohol-related attitudes and intentions to drink, both on the between- and daily within-levels. The results showed that alcohol-focused posts but not friend-focused posts predicted adolescents’ drinking cognitions (i.e. injunctive norms, descriptive norms, and attitudes) on the daily within-level. Descriptive norms and attitudes also predicted the intention to drink, on the between and daily within-level for attitudes but only on the daily within-level for norms. Overall, the results highlight that specific types of alcohol posts differently shape adolescents’ daily drinking cognitions, thereby informing future interventions.