Collegiate Binge Drinking and Social Media Use Among Hispanics and Non-Hispanics.

OBJECTIVE: College students' reliance on social media is both a risk factor for alcohol-related problems and a possible avenue for intervention. Greater understanding of students' social media habits in relation to drinking may lead to more effective prevention efforts. This study examined the use of alcohol and social media in Hispanic and non-Hispanic college students with and without a history of binge drinking.

METHOD: Participants (N = 424; age 18-25; 84% female) completed online surveys of alcohol use, intensity of use for Snapchat, Instagram, Facebook, and Twitter, social media addiction, and retrospective frequency of social media use while drinking and after intoxication.

RESULTS: Historical binge drinkers had greater intensity scores for Snapchat, Instagram, and Twitter, and were more likely to report using social media and alcohol concurrently, even while intoxicated (ps < .05). Compared with Hispanics, non-Hispanics exhibited greater intensity of use for Instagram (ps = .001). Quantity and frequency of alcohol use was positively correlated with intensity scores for Snapchat, Instagram and Twitter (ps < .001), as well as social media addiction (p < .001), and use of social media while drinking and after intoxication (ps < .001). Age at first alcohol use and first intoxication were negatively correlated with use of social media while drinking and after intoxication (ps < .001).

CONCLUSIONS: The results of this study may inform intervention efforts aimed at curbing hazardous college drinking by highlighting a context in which students could be exposed to harm-reduction messages presented through social media.