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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