Social media posts related to risk behaviors are common and have been linked to negative outcomes. This review was conducted in order to assess the current literature examining social media as a popular forum for college students to share their engagement in risk behaviors, as well as the associations between college students’ social media use and engagement in risky behaviors. The studies examined have found that 60-85% of college students’ Facebook profiles include alcohol-related content. Students who viewed a profile with alcohol content had greater perceived peer norms of alcohol use. Individuals posting alcohol-related photos are up to 2.34 times more likely to report engaging in excessive alcohol use than individuals that don’t post alcohol-related photos. Alcohol-related posts were also associated with multiple motives, predicted alcohol use, and alcohol-related problems. Alcohol advertising on social media is also common. One study found that college students who viewed or interacted with alcohol marketing on social media reported drinking more frequently, consuming more alcohol, and experiencing drinking problems. Studies have also found other risk behaviors are often normalized on social media. 87% of hookah-related posts and 54% of marijuana-related posts portrayed the behaviors as normal or typical behaviors on social media. Another study found 39% of social media profiles contained references to tobacco and 10% to illicit drugs.

Take away: These findings support the social norms theory as a framework to explain the connection between social media use and risky behaviors. Because social media clearly influences college students’ health risk behaviors, it should be considered as a useful avenue for alcohol and substance-related prevention and intervention efforts targeting college students. Such efforts could include the distribution of information, debunking myths, promoting responsible behaviors, screening for problematic alcohol use, and delivering targeted communications.

 

Groth, G. (2016, October 21). Social Media and College Student Risk Behaviors: A Mini-Review. Addictive Behaviors, In Press.