The Role of Social Media Content on Solitary Drinking Among Korean Adults

Abstract

This study aims to provide explanations for how exposure to social media content on solitary drinking influences the frequency and quantity of solitary drinking, and posting about solitary drinking on social networking sites (SNS). An online survey was conducted with 506 Korean adults who had consumed alcohol at least once while alone in the previous year. The study showed the following results: First, exposure to social media content related to solitary drinking was positively associated with both descriptive norms and negative alcohol expectancies, both of which increased solitary drinking and posting on SNS. Second, although social media content influenced injunctive norm perceptions, injunctive norms did not influence solitary drinking or posting on SNS. Findings suggest that correcting descriptive norms on solitary drinking may be an appropriate intervention for solitary alcohol users in Korea.

Solitary and Social Drinking in South Korea: An Exploratory Study

“…However, these results conflict with those of previous studies where solitary drinkers experienced higher levels of negative effect management and lower levels of positive effect enhancement [7][8][9], while others showed that they exhibited higher levels of positive and negative expectancies [8,9]. [4]. According to previous studies, solitary drinkers experience stress and depression more often than social drinkers do, and this is a problem that requires more attention [7,11,16].…”

“…Social norms include society's beliefs about alcohol and drinking behaviors [4]. Behaviors related to drinking reflect the history, culture, religion, lifestyle, and racial characteristics of each ethnic group or nationality [5].…”

“…In Step 1, socio-demographic variables (gender, marital status, education status, household, and smoking status) and dependent variables (frequency and quantity of alcohol consumption) were entered into the model. InStep 2,4 variables (drinking norms, personal, social, and environmental motives) were entered into the model.…”

Solitary Drinking in South Korea: Are the Drinking Norms, Motives, and Alcohol Consumption of Solitary Drinkers Different from those of Social Drinkers?

“…Solitary drinking is a public health issue that should be afforded more attention, as solitary drinkers tend to drink regularly, which may lead to alcohol use disorder, while social drinkers tend not to do so on a regular basis [8]. According to previous studies, solitary drinkers experience stress and depression more often than social drinkers, a problem that should be given more attention [11,15,20].…”

“…A society's beliefs about alcohol and drinking behaviors are part of its social norms [8]. Behaviors related to drinking reflect the history, culture, religion, lifestyle, and racial characteristics of each ethnic group or nationality [9].…”