Should I stay (home) or should I go (party)? Examination of drinking as a mediator of the relationship between alcohol‐related social media content and adherence to COVID‐19 recommendations among college students

Abstract

AbstractIntroductionThe COVID‐19 pandemic impacted young people's drinking. Yet, despite social gatherings posing a known risk for increased contraction, some college students still congregated to drink. Furthermore, some students posted about these drinking events to their public and/or private social media feeds. It is crucial to understand the relationships between posting alcohol‐related content (ARC), drinking and adherence to COVID‐19 recommendations because they may have contributed to the spread of the virus.MethodsThe current interval contingent, 14‐day diary study assessed students' (N = 129) public and private ARC; their drinking; percentage of time wearing a mask and social distancing; and number of people they socialised with during drinking events (total crowd size) each day.ResultsMultilevel structural equation modelling was employed to examine relationships between ARC posting, drinking and behavioural outcomes. On days in which students posted both public and private ARC, they tended to drink more and in turn, reported attending gatherings with larger crowds. Curiously, on days in which students drank more, they indicated more mask wearing and social distancing, and on days in which students posted more private ARC, they also reported larger crowds. Finally, an indirect effect of drinking on the links between public and private ARC and mask wearing, social distancing and total crowd sizes emerged.Discussion and ConclusionsFindings revealed students continued to post and drink socially despite the risks, which may have encouraged others within their networks to engage in similar risky behaviours. Future public health crises should balance young people's need for social connection with risk mitigation efforts.