The platform is the message? Exploring the relation between different social networking sites and different forms of alcohol use

Abstract

<i>Scholars have drawn attention to the role of social networking sites (SNS) in individuals’ alcohol use. This cross-sectional study (N=905; Mage=20.78; 78% females) aimed to explore the relation between exposure to alcohol across Facebook, Snapchat, Instagram, and WhatsApp and different alcohol-related outcomes (binge drinking and alcohol use). Structural equation modeling was used to test the hypotheses. First, the results indicate that Facebook, Snapchat, Instagram, and WhatsApp are positively related to alcohol use through attitudes and social norms towards alcohol use. Second, Snapchat and WhatsApp also appear to be associated with binge drinking. This might be explained by the fact that users consider the former platforms to be more suitable to share problematic forms of drinking. This study indicates that different platforms relate to different alcohol outcomes and can therefore not be treated as homogenous constructs when examining the relationship between SNS and alcohol consumption.</i>