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Table 3 Multivariate associations between select characteristics and usual consumption levels (number of drinks consumed on a typical day) for Indian participants a

From: The association between exposure to social media alcohol marketing and youth alcohol use behaviors in India and Australia

Variable

Facebook n = 217

B (s.e.) p

YouTube n = 198

B (s.e.) p

Twitter n = 168

B (s.e.) p

Model Statistics

F(11, 205) 8.896 p < .001, AR2 .287

F(11, 185) 6.370 p < .001, AR2 .232

F(11, 156) 5.434 p < .001, AR2 .226

Model variables

 Age

.315 (.103) .003*

−.326 (.110) .004*

.367(.122) .003*

 Gender

−.851 (.405) .037

−.757 (.444) .090

−1.091 (.494) .029

 Education

.174 (.436) .691

.247 (.488) .613

−.086 (.531) .871

 Internet hours/day

.129 (.117) .271

−.080 (.128) .533

−.307 (.164) .824

 Alcohol brand logos on merchandise

.033 (1.227) .979

1.723 (1.326) .195

−.308(3.106) .921

 Attended alcohol events advertised on SNS

.778 (.407) .057

1.163 (.455) .011

.876 (.498) .080

 Sharing own alcohol-related content on SNS

1.201 (.680) .079

1.453 (.854) .803

3.138 (1.028) .003*

 Suggestions on SNS to like/follow alcohol-related content

−.126 (.229) .581

.522 (.258) .044

.191 (.270) .480

 Perceived increasing trends in alcohol advertising

.313 (.371) .399

.696 (.528) .189

.064 (.430) .882

 Friends sharing alcohol-related information on SNS

−1.343 (.325) < .001*

− 1.451 (.306) < .001*

−.622 (.397) .118

 Noticing alcohol-related content on SNS

.221 (.278) .428

.753 (.322) .775

.098 (.341) .020

  1. AR2 adjusted r square, B unstandardized coefficient, s.e. standard error
  2. a non-drinkers coded as 0 drinks
  3. *p ≤ .008