title: An Exploration of the Associations of Alcohol-Related Social Media Use and Message Interpretation Outcomes to Problem Drinking Among College Students.
abstract: College students' use of digital communication technology has led to a rapid expansion of digital alcohol marketing efforts. Two surveys (total usable n = 637) were conducted to explore college students' experiences with alcohol-related social media, their decision making related to alcohol use, and their problematic drinking behaviors. Study results indicated that students' use of alcohol-related social media predicted their problem drinking behaviors. In addition, students' wishful identification, perceived desirability, perceived similarity, and normative beliefs predicted their expectancies for drinking alcohol. Finally, students' expectancies for drinking alcohol predicted their problematic drinking behaviors.
authors.affiliation: a Department of Communication , Flagler College.
authors.forename: Eric W
authors.initials: EW
authors.lastname: Hoffman
authors.affiliation: b Murrow Center for Media and Health Promotion Research , Washington State University.
authors.forename: Erica Weintraub
authors.initials: EW
authors.lastname: Austin
authors.affiliation: c Edward R. Murrow College of Communication , Washington State University.
authors.forename: Bruce E
authors.initials: BE
authors.lastname: Pinkleton
authors.affiliation: d Learning and Performance Research Center, College of Education , Washington State University.
authors.forename: Bruce W
authors.initials: BW
authors.lastname: Austin
mesh_terms: D000067292:Alcohol Drinking in College / Q000523:psychology*; D000437:Alcoholism / Q000453:epidemiology*; D003657:Decision Making; D005260:Female; D006801:Humans; D008297:Male; D040541:Marketing; D061108:Social Media / Q000706:statistics & numerical data*; D066262:Social Norms; D013334:Students / Q000523:psychology*; D014495:Universities; D055815:Young Adult