Alcohol-cancer risk communication on social media: A content analysis of alcohol-related Instagram and TikTok posts.

ABSTRACT:

Background

Despite consistent evidence of the relationship between alcohol use and cancer risk, awareness of the alcohol-cancer link remains low among American adults. Given the increasing prominence of social media as a health information source, this study systematically examined samples of alcohol-related Instagram and TikTok posts to identify mentions of the alcohol-cancer link and characterize post content.

Methods

We collected public Instagram and TikTok posts made on or before May 12, 2024, via a hashtag-based search for posts tagged with #alcohol, #beer, #wine, #liquor, and #cocktail. Following an iterative codebook development process, two independent coders qualitatively reviewed random 2% (n = 1666) samples of Instagram posts and 20% (n = 725) samples of TikTok po

SUBMITTER: Alejandro J 

PROVIDER: S-EPMC12926520 | biostudies-literature | 2026 Feb

REPOSITORIES: biostudies-literature