Identity, influence, and intervention: The roles of social media in alcohol use

• Alcohol-related content is common on social media.
• Posting alcohol-related content is associated with adverse alcohol outcomes.
• Exposure to alcohol-related content on social media may increase risk.
• Identity and social influence help explain links between social media and alcohol.
• More research is needed on using social media for intervention efforts.

Alcohol-related content is common on social media and may both reflect and influence offline drinking behavior. Posting alcohol-related content has been linked to alcohol outcomes, including higher rates of alcohol consumption, cravings, alcohol-related problems, and clinical alcohol use disorders. Exposure to alcohol-related content on social media has likewise been associated with adverse alcohol outcomes. In this paper, we review research on the relationship between social media and alcohol use, and explore the ways that online identity and social influence can account for this relationship. Finally, we call for further research on the use of social media as a platform for prevention and intervention efforts.