Abstract
Purpose: The consumption of alcoholic beverages and their exposure on social media is becoming more common among teenagers. From an exhibition of youngsters showing alcoholic beverages in social media, we analyzed the social, familiar, and attitudinal contexts related to the use of the said social media and the desire to consume alcoholic beverages.
Method: Based on a sample of Brazilian teenagers, a survey was developed, in which part of the data collection was made from an almost-experimental model.
Results: Results revealed that teenagers’ exposure to alcoholic beverages on social media stimulates the desire to drink in those who see those posts, and this desire can increase when positive attitudes are depicted and injunctive norms are high.
Theoretical contributions: This research aims to support the literature to confirm that social media tends to have an influence on earlier alcoholism. Furthermore, the study advances by revealing that injunctive norms influence more on the desire to consume alcoholic beverages by young people than extreme peer orientation.
Originality: Unlike previous studies, this research provides evidence that injunctive norms significantly influence the behavior of adolescents, especially when the topic is alcohol consumption and self-display on social media.
Management or social implications: The study provides several transformative proposals regarding media education relevant to public and private organizations.