Promotion vs. Prevention: Evaluating TikTok's User-Generated Anti-Drinking Messages and Their Psychological Effects

Promotion vs. Prevention: Evaluating TikTok's User-Generated Anti-Drinking Messages and Their Psychological Effects

Alcohol consumption significantly impacts public health in China, contributing to conditions such as hypertension, heart disease, stroke, and liver disorders. Despite the growing popularity of TikTok and other short-form video platforms, limited research has examined their role in influencing alcohol-related behaviors. Using the optimistic bias framework, this study investigates the mediating and moderating roles of content type, media engagement, optimistic bias, and self-efficacy in shaping alcohol reduction behaviors among Chinese users. Data were collected through a cross-sectional online survey (N=347) from November to December 2024. Results demonstrate that media engagement significantly moderates the effects of content type on alcohol consumption behaviors, revealing that prevention-oriented anti-drinking content effectively reduces consumption, while promotion-oriented content paradoxically increases consumption. The study also finds that optimistic bias and self-efficacy mediate these relationships, highlighting complex cognitive mechanisms. These findings provide empirical evidence to guide public health strategies leveraging short-form video platforms for responsible drinking campaigns.