Hong Kong Med J 2023;29(Suppl 1):S4-7
Association of alcohol social media marketing with young adult drinking expectancies and behaviours: abridged secondary publication
JH Kim, BHK Yip, RHW Chan
The Jockey Club School of Public Health and Primary Care, The Chinese University of Hong Kong, Hong Kong SAR, China
 
 
  1. Exposure to alcohol social media marketing is associated with all past-month drinking behaviours and future drinking intentions.
  2. Those who are male, university educated, and with lower monthly household income are more likely to be exposed to alcohol social media marketing.
  3. Greater exposure to alcohol social media marketing is associated with higher positive drinking expectancies score.
  4. Beliefs about positive outcomes of drinking mediate the association between exposure to alcohol social media marketing and drinking behaviours.
  5. There is low public support for regulating digital alcohol marketing in this age group.