A robust finding is the positive association between self-generated alcohol-related content (SG-ARC) on social media (SM) and drinking among emerging adults; however, the reasons for this relationship are still unclear. A factor that has yet to be explored in combination with SG-ARC is how viewing others’ alcohol-related content (ARC) may be impacting young adults’ drinking. This cross-sectional study conducted across two universities asked students (N = 780; M = 20.80 years old; SD = 2.29; 67.82% female) to self-report how many SG-ARC posts they posted, to estimate how much they saw others’ ARC, and how much they drank weekly. SG-ARC was then evaluated as a moderator of the association between viewing others’ ARC and drinking. A negative binomial regression model with robust sandwich estimators was employed. Results revealed that both SG-ARC and viewing others’ ARC were positively associated with drinking. A significant two-way interaction between SG-ARC and others’ ARC emerged such that viewing others’ posts appeared to exert an influence on drinking, particularly for students who did not post as many SG-ARC posts. These findings provide evidence that seeing others’ ARC may be socially influencing students to drink, especially if they do not post as much SG-ARC themselves, by altering their internalized drinking norms.

一个强有力的发现是社交媒体 (SM) 上自我生成的酒精相关内容 (SG-ARC) 与新兴成年人饮酒之间的正相关；但是，这种关系的原因仍不清楚。一个尚未与 SG-ARC 结合探索的因素是查看他人的酒精相关内容 (ARC) 可能如何影响年轻人的饮酒。这项跨两所大学进行的横断面研究询问了学生（N = 780；M = 20.80 岁；SD = 2.29; 67.82% 女性）自我报告他们发布了多少 SG-ARC 帖子，估计他们看到了别人的 ARC 多少，以及他们每周喝了多少。然后，SG-ARC 被评估为查看他人 ARC 与饮酒之间关联的调节因子。采用了具有稳健三明治估计量的负二项式回归模型。结果显示，SG-ARC 和查看他人的 ARC 都与饮酒呈正相关。SG-ARC 和其他人的 ARC 之间出现了显着的双向互动，因此查看其他人的帖子似乎会对饮酒产生影响，特别是对于没有发布那么多 SG-ARC 帖子的学生。这些发现提供的证据表明，通过改变他们内化的饮酒规范，看到他人的 ARC 可能会对学生饮酒产生社会影响，特别是如果他们自己没有发布尽可能多的 SG-ARC。