The role of drinking norms and social networking sites on alcohol consumption in university students.

Background: Descriptive alcohol norms refer to the perception of how frequently and how much peers consume alcohol. University students frequently overestimate descriptive norms, which is positively associated with their own alcohol consumption. Exposure to alcohol-related content on social networking sites (SNS) is also predictive of alcohol-related problems. Objectives: The purpose of this study is to investigate the role of descriptive norms as a potential mediator of the relationship between alcohol exposure via SNS and problematic alcohol consumption. Methods: A total of 175 students in a Canadian university completed the Alcohol and Social Networking Practice Questionnaire to assess activity on SNS, the degree of exposure to alcohol-related content on SNS via peers, and perceptions of the estimated frequency and quantity of alcohol consumed by other students. The Alcohol Use Disorders Identification Test was administered to assess a participant’s alcohol consumption patterns. Results: Both frequency and quantity norms partially mediated the relationship between alcohol exposure on SNS and drinking behavior. Conclusion: These results suggest that SNS may be useful to identify at-risk students and may serve as an effective platform for personalized normative feedback interventions. [ABSTRACT FROM PUBLISHER]