The Interaction Effects of Social Norms and Dissatisfaction toward Drinking on Willingness to Visit and Comment on Binge Drinking Prevention Facebook

ABSTRACT

This study examines motivational factors (Facebook prevention-social norms and dissatisfaction with drinking experiences) to encourage college students to visit and comment on a binge drinking prevention Facebook page with an experimental design. The study found that when college students were lowly dissatisfied with drinking experiences, they significantly changed their willingness to visit and comment on the Facebook page promoted in the binge drinking prevention PSAs based on prevention-social norms. However, those who are highly dissatisfied with alcohol drinking did not change their willingness to visit and comment on the Facebook page based on the levels of prevention-social norms. This study discusses the role of prevention-social norms and dissatisfaction with alcohol drinking in engaging with binge drinking prevention Facebook page, guided by the Uses and Gratification model and elaboration likelihood model (ELM).

KEYWORDS:

• binge drinking prevention advertising,
• dissatisfaction,
• facebook,
• social norm