Examining Between- and Within-Subjects Effects of Posting and Exposure to Alcohol-Related Social Media Content on Drinking Over Time

• Published in: Journal of studies on alcohol and drugs Vol. 86; no. 4; p. 542
• Main Authors: Strowger, Megan, Braitman, Abby L, Janssen, Tim, Barnett, Nancy P
• Format: Journal Article
• Language: English
• Published: United States 01.07.2025
• Subjects: Adolescent; Adult; Alcohol Drinking - epidemiology; Alcohol Drinking - psychology; Alcohol Drinking in College - psychology; Female; Friends - psychology; Humans; Longitudinal Studies; Male; Social Media - statistics & numerical data; Social Media - trends; Students - psychology; Time Factors; Universities; Young Adult
• ISSN: 1938-4114
• DOI: 10.15288/jsad.24-00131

Social media content featuring alcoholic beverages is posted and viewed by college students. Limited longitudinal research suggests that increased alcohol-related content (ARC) posting and exposure is associated with increased alcohol consumption among college students over time. Emerging evidence suggests that this association may be bidirectional, with drinking predicting later ARC posting. The current study examined longitudinal bidirectional associations between alcohol consumption and posting ARC (Aim 1) and friend ARC exposure (Aim 2). College students engaging in heavy or problematic drinking ( = 384; age = 20.04; 74.2% female; 79.6% White) completed four surveys (baseline, 1-month, 3-month, 6-month). Each survey assessed social media use (including ARC posting) and alcohol use, along with ARC posting behaviors of their social network (i.e., important friends). Random-intercept cross-lagged panel models revealed significant large associations only at the within-subjects level for posting ARC, but significant medium-large between- and within-subjects associations for ARC exposure. Within subjects, greater alcohol consumption predicted posting 1 month later, and posting at the 3-month follow-up predicted increased drinking at 6 months (Aim 1). Between subjects, individuals who reported greater social network ARC exposure were more likely to report greater alcohol consumption. Within subjects, greater-than-average ARC exposure at 1 month predicted decreased alcohol consumption at 3 months (Aim 2). Results suggest that the relationship between alcohol consumption and alcohol posting (self and ARC exposure) is complex and not necessarily bidirectional, with associations between posting and drinking fluctuating within subjects, whereas between- and within-subjects associations were observed for exposure and drinking. Associations between posting and drinking vary within individuals over time, whereas associations between exposure and drinking exist for groups, indicating that the more people are exposed, the more alcohol they consume.