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Snapchat And Its Relationship To Alcohol Consumption And Associated Behaviours, Kellie S. Thomas

Undergraduate Honours Theses

The current study examined the relationship between Snapchat use, alcohol consumption and associated behaviours and motivations. The participants in the study were 200 undergraduate students enrolled at Western University. Participants in the control condition watched a video made up of 11 Snapchats where subjects were consuming water, the experimental condition was identical except subjects were consuming alcoholic beverages. Regression analyses indicated that relationship management motivation (RMM) and self-enhancement motivation (SEM) were the most significant predictors across condition and gender. Implications are discussed.