Toward an understanding of social marketing’s influence on alcohol-related behaviors in college students: health promotion strategies for college campuses

Alcohol use among college students remains a persistent public health concern, influenced by a complex interaction of social, environmental, and behavioral factors. This literature review examines the prevalence of alcohol consumption in college populations, the associated short-term and long-term health consequences, and the role of social norms, peer influence, and environmental context in shaping drinking behaviors. Research consistently demonstrates that alcohol use is deeply embedded within college culture, where normative misperceptions and peer dynamics contribute to increased consumption. (Perkins, 2002; Borsari & Carey, 2001; Hingson et al., 2017). In addition, environmental factors such as alcohol availability and targeted marketing further reinforce these behaviors. (Kuo et al., 2003; Ireland et al., 2019). While universities have implemented various prevention strategies, including educational programs and behavioral interventions, their effectiveness has been mixed. (Carey et al., 2007; Seigers & Carey, 2010; Bertholet et al., 2023). Emerging approaches, such as harm reduction strategies, digital interventions, and social marketing campaigns, show promise in addressing these challenges by focusing on behavior change and audience-centered messaging. However, gaps remain in understanding how students perceive and engage with alcohol-related messaging and campus resources. This review highlights the need for more student-centered and contextually relevant health promotion strategies that address both individual behaviors and the broader social environment. By integrating evidence-based interventions with effective communication strategies, universities may be better positioned to reduce harmful alcohol use and improve student health outcomes.