Socially-Framed Text Appeals Predict Drinking Behavior in SNS Alcohol Advertising: An Eye Tracking Study (Preprint)

BACKGROUND Alcohol-related marketing on social networking sites (SNS) often combines emotionally framed textual appeals with alcohol imagery, mimicking peer-to-peer communication. While regulatory efforts primarily target visual cues, less is known about the influence of emotionally charged textual content on drinking behavior. OBJECTIVE This study investigated how visual attention to textual versus image-based content in SNS alcohol posts relates to drinking behavior and whether effects differ by emotional message type (social, ego, or sensory appeals). METHODS A laboratory-based eye-tracking experiment was conducted with 157 young adults (aged 18–30). Participants viewed Instagram-style alcohol advertisements containing one of three textual appeal types paired with alcohol-related imagery. Total fixation duration (TFD) on text and image areas was recorded. Drinking frequency over the past 30 days was assessed via self-report. Multiple linear regression analysis assessed main and interaction effects of attention and message type. RESULTS Attention to alcohol imagery was not significantly associated with drinking frequency (β = 0.06, P = .41). However, attention to textual content interacted significantly with message type (F(2,120) = 4.35, P = .015). Greater fixation on social appeals predicted higher drinking frequency (β = 0.29, P = .01), while fixation on sensory appeals predicted lower drinking frequency (β = –0.25, P = .04). CONCLUSIONS Emotionally framed textual messages particularly social appeals play a critical role in shaping alcohol use behavior on SNS. Because these peer-like messages resemble authentic communication, they may evade visual-focused regulatory scrutiny. Findings highlight regulatory efforts to address emotionally engaging textual content alongside imagery.