![Sample our Communication Studies journals, sign in here to start your access, 2013 & 2014 volumes FREE to you for 14 days]({"type":"image" , "src" : "/sda/5927/TOC-Subject-Sample-2021-Information-Science2.jpg"})
Abstract
Previous research has found that Greek membership strongly predicts smoking and alcohol consumption. This paper examined the influence of popularity and conforming to perceived peer norms on smoking and drinking among college fraternity members using social network analysis. Social learning theory (Bandura, 1977) and diffusion of innovations (Rogers, 2003) were applied as theoretical frameworks. Results of a longitudinal study indicated that popularity significantly predicted both smoking and drinking behaviors. Strong homophily existed for smoking, but not for the number of drinks consumed per day. Smoking and drinking were significantly correlated, and diffusion of both behaviors occurred in the network over a period of time. Conforming to peer norms also mediated the effect of popularity on smoking and drinking within the peer social network. Popular members both smoked and drank more, but this occurred due to their greater likelihood of conforming to their peer group's smoking and drinking norms. Implications for future research are discussed.