Abstract
Drinking identity is a component of identity that is associated with heavier drinking and more negative alcohol-related consequences. Social identity is displayed through social networking sites, which are being used on a daily basis by millions of young adults. The current research provides insight into understanding for whom social network sites are more strongly associated with alcohol use by examining the potentially interactive effects of Facebook use and drinking identity. We explored whether the association between alcohol-related posts on Facebook and drinking differs based on the extent to which students identify with drinking. Undergraduates (N = 109) provided researchers access to their Facebook profile before completing an online survey assessing their drinking identity and alcohol use (i.e., drinks per week, frequency, typical drinking, peak drinks). Their previous 100 Facebook posts (e.g., status updates, photos) were coded for alcohol-related content. Results using negative binomial regress...
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