A Conditional Process Analysis on the Relationship Between the Use of Social Networking Sites, Attitudes, Peer Norms, and Adolescents' Intentions to Consume Alcohol

Abstract

Visiting social networking sites has become an important part of adolescents' leisure activities. The current cross-sectional survey (n = 674) of adolescents aged 13-16 years aimed to examine a conditional process model on the relationships between adolescents' use of social networking sites and their descriptive /injunctive peer norms, attitudes, and intentions regarding alcohol use. First, the results support that exposure to alcohol-related content on social networking sites predicts respondents' descriptive and injunctive norms on alcohol use. Adolescents who are more frequently exposed to alcohol-related content believe that a higher number of their friends consume alcohol and that this use is socially acceptable. These descriptive and injunctive norms were positively associated with adolescents' drinking intentions. Second, the results support that the relationship between injunctive norms and intentions is stronger for respondents being more frequently exposed to alcohol-related messages on Facebook. Overall, the results shed more light on the complex associations between social networking sites, alcohol use, and the role of peers in this relationship.

Transformation of Adolescent Peer Relations in the Social Media Context: Part 2—Application to Peer Group Processes and Future Directions for Research

“…One possible mediator of this peer influence process is adolescents’ development of more alcohol-favorable descriptive and injunctive norms following exposure to alcohol content. Indeed, studies have shown that adolescents exposed to alcohol content on social media are more likely to endorse favorable alcohol norms (Beullens and Vandenbosch 2016; Fournier et al 2013), and that these norms serve as a mediator of the associations between exposure and alcohol intentions and use (Geusens and Beullens 2016; Nesi et al 2017). Furthermore, reflecting the potency of social media’s visualness in contributing to peer influence effects, studies have highlighted the role of alcohol-related photographs in changing norms and increasing use, particularly when photographs contain older or more popular peers (Litt and Stock 2011).…”

The effect of web advertising visual design on online purchase intention: An examination across gender

“…Kim et al (2010) hypothesized that attitudinal effects may not mediate the effect of web advertising on consumers' purchase intention in low-involvement situations. Of particular relevance to the present study, Ha and Janda (2014) and Beullens and Vandenbosch (2015) theorized that exposure to online messages (e.g. customized information) may have a direct impact on behavioral intentions without the role of cognitive and affective components.…”

“…A study by Hsu, Chuang, and Hsu ( 2014) found a positive effect of attitude toward online shopping on consumer intention to purchase online. In this context, moreover, a considerable volume of research has established a positive relationship between attitudinal effects and behavioral intentions (Beullens & Vandenbosch, 2015;Lwin & Phau, 2013;Rasty et al, 2013;Richard, 2005;Saadeghvaziri et al, 2013;Wu et al, 2008). In summary, a more positive attitude toward a behavior would lead to higher intention to engage in the behavior, proposed by the theory of reasoned action (Fishbein & Ajzen, 1975).…”

“…Recently, researchers (e.g. Beullens & Vandenbosch, 2015;Ha & Janda, 2014;Kabadayi & Gupta, 2011) have adopted the "direct effect model" to understand how online stimuli can influence consumers' responses. They further believe that such investigations may be beneficial in terms of the prediction of online consumer behaviors.…”

The Role of Online Social Identity in the Relationship Between Alcohol-Related Content on Social Networking Sites and Adolescent Alcohol Use

“…Research suggests that adolescents' use of SNSs has consequences for how they think about themselves and their relevant peers 14 and shapes their perceptions of group norms and behavioral intentions. 15 , 16 …”