Wine mom culture: Investigating social media influence on mothers’ alcohol norms.

What is it about?

In light of recent increases in mothers’ alcohol use and the associated problems with risky drinking for women, this research investigates how wine mom social media messaging influences mothers’ beliefs about alcohol. The findings demonstrate that social comparisons, along with prior exposure to “wine moms” on television and social media, can shape mothers’ beliefs about alcohol and promote risky drinking behavior. Curating a social media environment that promotes alcohol use can influence mothers’ perceived expectations to consume alcohol.

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Photo by Matthieu Joannon on Unsplash

Photo by Matthieu Joannon on Unsplash