Citation

Hoffman EW, Austin EW, Pinkleton BE, Austin BW. Health Commun. 2016; 32(7): 864-871.

Affiliation

d Learning and Performance Research Center, College of Education , Washington State University.

Copyright

(Copyright © 2016, Informa - Taylor and Francis Group)

DOI

10.1080/10410236.2016.1195677

PMID

27421038

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.

Language: en