Journal of Medical Internet Research - International Scientific Journal for Medical Research, Information and Communication on the Internet #Preprint #PeerReviewMe: Warning: This is a unreviewed preprint. Readers are warned that the document has not been peer-reviewed by expert/patient reviewers or an academic editor, may contain misleading claims, and is likely to undergo changes before final publication, if accepted, or may have been rejected/withdrawn. Readers with interest and expertise are encouraged to sign up as peer-reviewer, if the paper is within an open peer-review period. Please cite this preprint only for review purposes or for grant applications and CVs (if you are the author). Background: Background: Alcohol is often consumed in social contexts. An emerging social context in which alcohol is becoming increasingly apparent is social media. Young people increasingly display alcohol-related posts (“alcoholposts”) on social networking sites such as Facebook and Instagram. Objective: Objective: Considering the importance of social aspects for both alcohol consumption as well as social media use, the current study investigated (1) the social content of alcoholposts (i.e., the evaluative social context and presence of people) and (2) social processes (i.e., the posting of and reactions to posts) involved with alcoholposts on social networking sites. Methods: Methods: An extensive content analysis of Facebook and Instagram-profiles (N = 192) was conducted. Results: Results: It was shown that the alcoholposts of youth frequently depicted alcohol in a positive social context and displayed people holding drinks. In addition, alcoholposts were more often placed on participants’ timelines by others (i.e., by tagging) than they were posted by participants themselves. Furthermore, it was revealed that such social posts received more likes and comments than non-social posts (e.g., in which no people were visible). Conclusions: Conclusions: Thus, both in terms of content as well as processes, alcoholposts on social media are social in nature, and a part of young people’s everyday social lives. Interventions aiming to decrease alcoholposts should therefore focus on the broad social context of individuals in which posting about alcohol takes place.

Research has shown that young people post a lot of alcohol-related posts (i.e., alcoholposts) on social media and these posts have been shown to increase drinking behaviors. Because social influencers (i.e., individuals with the potential to influence large audiences on social media) may have a strong influence on young people, it is important to know whether and how often they post about alcohol. Furthermore, because by using influencers alcohol brands may have found a way to circumvent regulations that prohibit advertising for minors, it is important to understand whether alcohol brands are visible in influencers’ posts and whether influencers use disclosures (e.g., “#ad”) to notify viewers. In a content analysis of Instagram posts of 178 popular influencers, we investigated: (1) how many and how often influencers post about alcohol, (2) what type of influencers post about alcohol, (3) what the characteristics of influencers’ alcoholposts are, and (4) to what extent these alcoholposts are commercialized (e.g., by showing brands and sponsorship disclosures). Results showed four main findings. (1) The majority of influencers (i.e., 63.5%) posted about alcohol recently. (2) Alcoholposts were positive, showed a social context, and were mostly posted by lifestyle influencers. (3) Although a fair amount of alcoholposts (19.5%) showed a clear alcohol brand, only a few of these posts disclosed this as an advertisement, and even fewer gave an educational slogan (i.e., “#no18noalcohol”). (4) Posts with sponsorship disclosures yielded fewer likes and comments than posts without such disclosures. A post hoc additional study that focused solely on minors confirmed these conclusions. These findings suggest that there is a lot to be concerned about in this context, especially since many minors can be exposed to influencers’ alcoholposts, potentially leading to increased drinking among this vulnerable age group. We therefore advice future researchers to further investigate this topic, and propose that legislation for alcohol advertising needs to be adjusted to account for the context of social networking sites.

Many young people place alcohol-related posts on social networking sites (SNS) which can result in undesirable effects. Although several recent studies have investigated the occurrence of alcohol-related SNS use, it is neither clear (a) what type of alcohol posts are placed on SNS, (b) the motivations to place alcohol posts, nor (c) which young people are most likely to place alcohol posts. This study addressed these three goals. A large cross-sectional study among young participants (12–30 years; N = 561) assessed the posting of different types of alcohol posts, the motivations to (not) post these posts, and potential differences in posting between subgroups (i.e., in terms of age, gender, and religion). Participants reported that they most often placed moderate, instead of more extreme, alcohol posts, in particular, when alcohol was present in the post “by chance”. Furthermore, they indicated to post alcohol-related content mostly for entertainment reasons. Finally, we found differences in self-reported posting and motivations to post according to age, gender, and religion. These findings provide relevant implications for future interventions aiming to decrease alcohol posts, for example, by making participants aware of their posting behavior and by targeting specific at risk groups. Future research should explore the effectiveness of such intervention strategies and should investigate whether alcohol posts lead to an underestimation of alcohol-related risks.

Objective: It is imperative for public health to investigate what factors may reduce defensive responses and increase the effectiveness of health information. The present research investigated gender differences in responses to threatening health-promoting information communicated with humour. Design: Male and female participants were exposed to a health message stressing the negative consequences of binge drinking (Experiment 1; N = 209) or caffeine consumption (Experiment 2; N = 242), that did or did not contain a funny visual metaphor (Experiment 1) or a slapstick cartoon (Experiment 2). Main Outcome Measures: Message evaluation, message attention, and attitudes and intentions towards the behaviour were measured. Results: Results showed that health messages were more persuasive when communicated with humour, although humour played a different role for men and women. Whereas men responded more in line with message goals when the message combined high threat with humour, women preferred the low threat humour messages. Conclusion: By uncovering the moderating role of gender as a key audience characteristic, this research contributes to designing effective future health campaigns and provides important insights for future studies investigating the underlying mechanisms responsible for the different effects of threat and humour appeals for men and women.