Hoffman Eric W, Pinkleton Bruce E, Weintraub Austin Erica, Reyes-Velázquez Wanda
a Department of Communication , Flagler College , St. Augustine , Florida.
J Am Coll Health. 2014;62(5):328-35. doi: 10.1080/07448481.2014.902837.
Alcohol marketers have increasingly moved their advertising efforts into digital and social media venues. As a result, the purpose of this study is to investigate associations between students' use of social media, their exposure to alcohol marketing messages through social media, and their alcohol-related beliefs and behaviors.
Public and private university students (N = 637) participated November and December 2011 and April 2012.
College students completed online surveys to measure their exposure to social and online media generally, as well as their alcohol-related digital media use and alcohol use.
Use of social media related to alcohol marketing predicted alcohol consumption and engaging in risky behaviors, whereas the use of social media more generally did not.
Students' use of alcohol-related social media-marketing content associates with their problem drinking. Results have implications for alcohol abuse reduction efforts targeted at college students and suggest the importance of considering social, cultural, and cognitive factors in campaign planning and design.
酒精营销人员越来越多地将广告投放转向数字和社交媒体平台。因此，本研究旨在调查学生使用社交媒体的情况、通过社交媒体接触酒精营销信息的情况，以及他们与酒精相关的信念和行为之间的关联。
2011年11月、12月以及2012年4月，共有637名公立和私立大学的学生参与了研究。
大学生完成在线调查问卷，以衡量他们总体上接触社交和在线媒体的情况，以及他们与酒精相关的数字媒体使用情况和饮酒情况。
与酒精营销相关的社交媒体使用情况可预测饮酒量和从事危险行为的情况，而一般意义上的社交媒体使用情况则不然。
学生使用与酒精相关的社交媒体营销内容与他们的问题饮酒行为相关。研究结果对针对大学生的减少酒精滥用努力具有启示意义，并表明在活动规划和设计中考虑社会、文化和认知因素的重要性。
