Social Media and Alcohol Use: Adverse Impact of Facebook and Twitter on College Students

The use of Social Networking Sites (SNSs) has become an integral part of daily life, particularly for adolescents. The chapter examines the negative impact of social networking sites and how they may expose alcohol-related consumption and behavior to young adults, especially college students. In particular, the focus is on the use of two specific social networking sites, Facebook and Twitter, and their association with alcohol use. The review of existing literature reveals that the depiction of alcohol use on social networking sites has a deleterious effect on alcohol use through the creation of positive social norms toward use and abuse. Further, the chapter looks at the Theory of Differential Association to explain the use of SNS as a pivot to increased alcohol use by adolescents and young adults