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

ABSTRACT

In 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.

KEYWORDS:

• Addictive behavior
• advertising
• e-commerce
• Facebook
• Internet
• marijuana smoking
• social media
• television
• Twitter

Additional information

Notes on contributors

Joshua Fogel

Joshua Fogel is a tenured professor in the Department of Business Management at Brooklyn College of the City University of New York (CUNY). His research interests include consumer behavior, e-commerce, and e-health.

Yosef Travis

Yosef Travis obtained an undergraduate degree in Business, Management and Finance from Brooklyn College of the City University of New York. He is currently studying for a Masters in Public Health at the CUNY Graduate School of Public Health and Health Policy. His research interests include consumer behavior as it relates to public health and policy.