(PS1-3) Alcohol Content on Social Media, Drinking Motives, and the Trajectory of Alcohol-related Consequences Among Young Adults

Abstract Text: Young adults' (YAs) alcohol use may be influenced by exposure to peer-generated alcohol-related content (ARC) on social media platforms. This exposure may shape drinking motives, contributing to alcohol-related problems. Yet, prior research is limited in examining these associations. This study investigated if ARC exposure predicted YA alcohol-related consequences through drinking motives.
Participants were YAs in the United States who endorsed past-month alcohol use (N=371) and were recruited via the CloudResearch platform. Participants reported on ARC exposure, drinking motives, and alcohol use and related consequences at baseline and at 4- and 8-week follow-ups. Controlling for alcohol use, four mediated growth curve models were conducted, with ARC exposure modeled as a predictor of alcohol-related consequences over time, and four drinking motives (coping, social, enhancement, conformity) examined as mediators.
For all four models, model fit indices indicated adequate model fit (Χ2>.01; RMSEA <.11; CFI/TLI>.98; SRMR <.02). For all models, ARC exposure significantly predicted initial alcohol-related consequences (p <.001 for all models) but did not significantly predict changes in consequences over time (p>.05 for all models). The indirect effects of ARC on alcohol-related consequences through drinking motives were significant for coping (β=0.06, p=.04) and social motives (β=0.05, p=.04) only, and non-significant for conformity (β=0.04, p=.06) and enhancement motives (β=0.05, p=.10). Neither ARC exposure nor any drinking motives significantly predicted changes in alcohol-related consequences over time (p>.05 for all models).
These findings indicated that independent of YAs’ alcohol use, ARC exposure may influence initial YA alcohol-related consequences through drinking motives related to social engagement and coping with stress. YAs exposed to ARC may be more likely to drink for coping or social reasons, which may then increase their risk of experiencing negative alcohol-related consequences. These findings highlight the potential for targeting drinking motives in intervention and prevention programs aimed at reducing alcohol-related harm among YAs. Future research should continue to explore the longitudinal impact of ARC on YA alcohol-related consequences and consider the role of social, environmental, and individual-level factors in identifying individuals most vulnerable to the influence of ARC and at higher risk for negative outcomes.