Twitter use related to reality television characters: Association with increased marijuana use

Abstract

ABSTRACTIn the United States, there are debates about marijuana legalization for either medical or recreational use. These debates may be reflected in traditional media, such as reality television, and through social media, such as Facebook or Twitter. We study the relationship of social media use for reality television topics and marijuana use. We surveyed 572 college students about marijuana use, demographic characteristics, reality television related Facebook and Twitter use, and other reality television variables. Logistic regression analyses studied the relationships of these variables to marijuana use. Following a reality television character on Twitter was significantly associated with increased odds for marijuana use. Reality television Facebook use was not significantly associated with marijuana use. In addition, women and Asian Americans were significantly associated with decreased odds for marijuana use. Those born in the United States were significantly associated with increased odds for marijuana use. Attitudes for reality television is fun, perceived realism of reality television, and behavior of watching a reality television program on health/medical topics were not associated with marijuana use. As following a reality television character on Twitter is significantly associated with increased odds for marijuana use, marketing campaigns can play a role with use of Twitter whether advocating for use or against use of marijuana. Marketing implications are provided regarding Twitter use for the various areas where marijuana use is either illegal or legal.