Research & Resources

This study examined potential associations between undergraduates’ alcohol outcomes and their following of influencers who share alcohol-related content (ARC). The study also looked at influencer type and frequency of sharing on social media. A total of 528 undergraduates from two universities in the United States completed an online survey assessing demographics, social media use, alcohol use, and related consequences. They listed up to five influencers they followed and viewed the most content from. Results from a series of linear regression models showed that following influencers sharing ARC was associated with greater quantity and frequency of drinking, as well as peak drinks (most drinks consumed on one occasion), but not consequences. Frequency of influencers sharing ARC was associated with greater quantity and peak drinks, but not frequency or consequences. ARC posted by actors, everyday people, and “other” types of influencers was associated with several alcohol outcomes. Findings highlighted that the source of ARC is relevant when studying the effects of ARC exposure on college drinking.

This paper, “Following social media influencers who share alcohol-related content is associated with college drinking,” was funded by the National Institute on Alcohol Abuse and Alcoholism (NIAAA) and published in the journal Drug and alcohol review.