Young adults often post about and are exposed to content about substance use on social media platforms such as Snapchat, Instagram, and TikTok. Previous studies have shown that exposure to substance use related content is linked to individuals own use of substances. For example, the identity shift perspective insinuates that posting about substance use on social media can result in internalizing this self-presentation which may result in increased substance use over time. Posting about substance use on social media may also influence one’s perception that substance use is approved which can impact use over time. This study examines the relationship between exposure to and postings of substance use related content on social media platforms and one’s own substance use behaviors.
The study’s sample consisted of 232 young adults between the ages of 18 and 24. Participants completed a survey that assessed social media use, exposure to social media substance postings, posting substance use content on social media, peer substance use, and personal use of alcohol, cannabis, cigarettes, and e-cigarettes. Participants then completed seven daily surveys that assessed substance use and exposure to substance use content. Lastly, research assistants captured any content related to substance use on participants’ social medias during the past year. Data was analyzed using bivariate correlations and linear repression models.
Results of the data analysis showed that out of the 200 participants who provided access to their social media accounts at 21% referenced to substance use in at least one post during the past year on Twitter or Instagram. Alcohol was the post commonly posted about and exposed-to substance. Exposure to visual postings about e-cigarettes and alcohol was more strongly associated with use of these substances than exposure to text postings. The difference was not significant for cannabis. Baseline self-reported postings about alcohol, e-cigarettes and cannabis was correlated with past year use of alcohol, e-cigarettes, and cannabis.
Takeaway: Exposure to and posting substance use related content on social media may impact personal substance use among college students.