Department of Health Law, Policy, and Management, Boston University School of Public Health, Boston, Massachusetts.
Jeb E. Brooks School of Public Policy and Department of Communication, Cornell University, Ithaca, New York.
J Stud Alcohol Drugs. 2023 Jul;84(4):546-559. doi: 10.15288/jsad.22-00264. Epub 2023 Mar 30.
Given social media's reach and potential, a systematic review is needed to assess their effectiveness in influencing alcohol consumption and related harms, attitudes, and awareness.
We searched 12 databases from inception to December 2022, along with reference lists of eligible studies. We included studies of any design conducted in any country, reported in English, evaluating campaigns using social media alone or in combination with other media. We assessed study quality, extracted data, and completed a narrative synthesis.
Eleven of 6,442 unique studies met inclusion criteria, spanning 17 countries, targeting diverse populations, and predominantly using repeated cross-sectional study designs. Most were of weak quality. Only three studies evaluated campaigns relying solely or primarily on social media. Two drink-driving campaigns had no behavioral impact, whereas two others found behavior change. Two of three studies targeting college student drinking found significant reductions in drinking after the campaign, but a third detected no differences in quality or duration of drinking. Only one study measured changes in attitudes, finding that the campaign significantly increased policy support for key alcohol policies. All studies noted awareness, but only six quantified short-term measures, showing increased campaign awareness.
It is unclear from the peer-reviewed literature whether public health-oriented social media campaigns can influence alcohol consumption and related harms, attitudes, and/or awareness. Our review nevertheless indicates that social media campaigns offer potential in some populations to influence these outcomes. There is an urgent need for the public health field to test and rigorously evaluate social media's utility as a vehicle for influencing population-level alcohol consumption and related problems, attitudes, and awareness.
鉴于社交媒体的影响力和潜力，需要进行系统评价，以评估其在影响饮酒和相关危害、态度和意识方面的有效性。
我们从开始到 2022 年 12 月搜索了 12 个数据库，并查阅了合格研究的参考文献列表。我们纳入了任何国家、任何设计、仅使用社交媒体或与其他媒体联合使用社交媒体评估活动的研究。我们评估了研究质量、提取数据并完成了叙述性综合。
在 6442 篇独特的研究中，有 11 篇符合纳入标准，研究范围涵盖 17 个国家，目标人群多样化，主要采用重复横断面研究设计。大多数研究质量较差。只有三项研究评估了仅依赖或主要依赖社交媒体的活动。两项酒后驾车活动没有行为影响，而另外两项则发现了行为改变。三项针对大学生饮酒的研究中有两项发现，在活动后饮酒量显著减少，但第三项研究没有发现饮酒质量或持续时间的差异。只有一项研究测量了态度的变化，发现该活动显著增加了对关键酒精政策的支持。所有研究都注意到了意识，但只有六项量化了短期措施，表明活动的意识增加了。
从同行评议文献中尚不清楚面向公共卫生的社交媒体活动是否可以影响饮酒和相关危害、态度和/或意识。然而，我们的综述表明，社交媒体活动在某些人群中具有影响这些结果的潜力。公共卫生领域迫切需要测试和严格评估社交媒体作为影响人群饮酒和相关问题、态度和意识的工具的效用。
