Citation

Jones SC, Pettigrew S, Biagioni N, Daube M, Chikritzhs T, Stafford J, Tran J. J. Soc. Mark. 2017; 7(2): 172-187.

Copyright

(Copyright © 2017, Emerald Group Publishing)

DOI

10.1108/JSOCM-09-2016-0046

PMID

unavailable

Abstract

This study explores the relationship between social networking sites (SNS), social norms and drinking behaviours revealing that the relationship is complex, and the social media use stimulates the alcohol consumption.

Purpose
There is a growing body of research into the utilisation of social networking sites (SNS) by alcohol marketers, but less research into how young people utilise SNS to create their own meanings of, and interactions with, alcohol. The purpose of this study was to explore young adults' perceptions of the nexus between alcohol and SNS.

Design/methodology/approach
In total, 60 adults aged 18-21 years took part in an intensive data collection process over six months. All references to social media in the interviews, focus groups and written introspections were compiled and analysed.

Findings
Results showed social media use stimulates alcohol consumption and alcohol consumption stimulates social media use. Four main themes emerged: social engagement, identity, drinking culture and distancing. Participants reported being constantly exposed to, and often influenced by, images of their peers enjoying themselves while consuming alcohol, with little representation of negative outcomes.

Research limitations/implications
The relationship between SNS, social norms and drinking behaviours is complex; there is a need for further research into the dynamics of this relationship to inform social marketing interventions.

Originality/value
While there is a body of research into commercial references to alcohol on SNS, there is less research into the ways young people utilise SNS to create their own meanings of, and interactions with, alcohol. The consumer research that has been conducted to date has focused on quantifying references to alcohol and drinking behaviours, observing profiles or surveying users. This study addresses a key gap in the literature that is needed to inform social marketing interventions to reduce excessive alcohol consumption: when, why and how do young people post about alcohol.

Keywords:
Culture, Social media, Alcohol, Social norms, Facebook, Social identity

© Emerald Publishing Limited 2017

Language: en