Abstract

Alcohol displays on Facebook are ever present and can be socially desirable for college students. Because problematic drinking is a concern for college students, this research sought to understand how different types of information on a Facebook page influence first year college student likelihood to drink. Telephone interviews were conducted with 338 incoming college freshmen from two large national universities. Data were obtained from a vignette prompt that presented a scenario in which a senior college student’s Facebook profile displayed wall posts, pictures, and status updates that were drinking related or prosocial in nature. Participants were asked to report intention to drink alcohol with that student if they were together at a party. Findings supported the following hypotheses: Wall posts were most influential (the stickiest), followed by pictures, followed by status updates. Findings provide additional empirical support for established online impression formation patterns, and also provide evidence that virtual cues are being ingrained as schemas in interpersonal communication. These results are discussed in relation to the concept of sticky cues in impression formation.