Facebook Displays as Predictors of Binge Drinking: From the Virtual to the Visceral

Given the prevalence of social media, a nascent but important area of research is the effect of social media posting on one's own self. It is possible that an individual's social media posts may have predictive capacity, especially in relation to health behavior. Researchers have long utilized concepts from the Theory of Reasoned Action (TRA) to predict health behaviors. The theory does not account for social media, which may influence or predict health behaviors. The purpose of this study was to test a model including Facebook alcohol displays and constructs from the TRA to predict binge drinking. Incoming college freshmen from two schools (312 participants between the ages of 18 and 19) were interviewed prior to (T1) and one year into college (T2), and their Facebook profiles were evaluated for displayed alcohol content. Path modeling was used to evaluate direct and indirect paths predicting binge drinking. Path analysis suggested that Facebook alcohol displays at T1 directly predict binge drinking at T2, while alcohol attitude both directly and indirectly predicts binge drinking. Based on these results, a preliminary model of social media presentation and action is discussed.