Facebook drives users to drink

The more interactive Facebook users are with alcohol-related posts and pages – even ones paired with anti-drinking messages – the more likely they are to consider consuming alcohol.

A new study shows the more engaged Facebook users are with alcohol-related posts, the more likely they are to drink

Researchers at Michigan State University studied more than 400 participants and asked them their feelings after they encountered and responded to alcohol-related Facebook features.

The results showed that the more they engaged with alcohol posts and pages – through liking, commenting and sharing – the greater their desire was to drink alcohol.

“What we found is if people actually feel so engaged with that message and want to do something about it – like, share or comment – that makes the likelihood of them thinking about drinking even greater,” said Saleem Alhabash, an assistant professor of advertising and public relations who led the study.

He continued to raise concerns about this introducing alcohol to those aged under 21-years-old – the legal drinking age in the US.

“Alcohol content is everywhere,” explained Alhabash. “Underage drinkers will see these ads, think they’re cool and then like or share.

“They interact with it and start thinking about it.”

Furthermore, posts with high numbers of likes, views and shares from other Facebook users created even more desire to drink alcohol among those partaking in the study.

“Do intentions lead to actions?” asked Anna McAlister, an assistant professor of advertising and public relations and a team member. “Intention is the single strongest predictor of actual behaviour.”

Alhabash concluded: “It’s ironic because the classical way of thinking about marketing, say on TV, is to advertise alongside alcohol brands.

“Our study says ‘this might not be the way to do it’.”