How Alcohol Marketing on Social Networking Sites Influences Young Singaporeans’ Binge Drinking: Application of the Prototype Willingness Model

This study used cross-sectional survey data (<i>N</i> = 305) to explore the relationship between alcohol marketing on social networking sites (SNS) and binge drinking among young Singaporeans. The prototype willingness model (PWM), a dual-process framework, was applied to explore how health-risk behaviors are shaped by both reasoned action and social reaction pathways. Results indicated a significant association between exposure to alcohol marketing on SNS and descriptive norms (perceived prevalence of binge drinking). Additionally, active engagement with alcohol marketing - such as liking, commenting, and sharing - was significantly associated with attitudes and both injunctive and descriptive norms. Engagement was also correlated with prototype favorability. Mediation analysis using bootstrapping further suggested that engagement with alcohol marketing was indirectly associated with binge drinking willingness through prototype favorability. These findings provide valuable insights into the direct and indirect associations between social media alcohol marketing and youth drinking behaviors, highlighting the roles of both reasoned action and social reaction pathways in relation to binge drinking.