Do you ‘like’ problems? The linkage between college students' interactions with alcohol‐related content on social media and their alcohol‐related problems

Introduction Alcohol‐related content (ARC) on social media and drinking motives impact college students' drinking. Most studies have examined peer‐generated ARC on drinking outcomes but have yet to extend this relationship to other sources of influence. The current study explores the link between drinking motives, alcohol company ARC, celebrity ARC, and alcohol‐related problems among college students. Methods Students (N = 454) from two US universities completed a cross‐sectional online survey assessing demographics; drinking motives (Drinking Motives Questionnaire‐Revised; Cooper, Psychol Assess. 1994;6:117–28); following/awareness of alcohol company ARC; engagement with celebrity ARC; peak drinks (most drinks consumed on one occasion); and alcohol‐related problems (e.g., passed out). Results Greater celebrity ARC was linked to coping, enhancement, and conformity motives, and peak drinks. Frequent engagement with celebrity ARC was associated with higher problems. Positive indirect effects were observed from celebrity ARC to problems through coping and conformity motives, and peak drinks. After having adjusted for the influence of celebrity ARC, no significant pathways were found between alcohol company ARC and any of the drinking motives, peak drinks or problems, nor were there any indirect effects between alcohol company ARC and problems. Discussion and Conclusions Results revealed that a possible explanation for why students who engaged with celebrity ARC experience problems was due to coping and conformity motives as well as peak drinks. Interventions targeting alcohol cognitions might assess engagement with and exposure to different sources of ARC given their potential to influence problems.