Predicting Influence of Social Media Exposure on Drinking Intention among Thai Youths
Predicting Influence of Social Media Exposure on Drinking Intention among Thai Youths
摘要
New face drinkers and social media use gain popularity among adolescents in Thailand. Previous studies support relationships between exposures to marketing communications on alcohol consumption. This study proposed to examine influence of exposure to social media and drinking intention. Participants comprised of 2,565 students grade 4th-12th from randomly selected 11 provinces across Thailand. Drinking intention was at moderate level for students who ever drink （mean = 3.66, SD = 1.06）, low level among never drink （mean = 2.43, SD = .81）, and overall students （mean = 2.85, SD = 1.08）. The ever drink group were moderately communicated through Facebook （mean = 3.17, SD = 1.56） and Line （mean = 2.53, SD = 1.58）. Regression analysis revealed weak but significant relationship of social media that explain 1.3%-5.2% of drinking intention among Thai students. Therefore, more study is needed to effectively understand and regulate the use of social media and prevention or delaying youth from using alcohol.
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