Table 1.
Selecting the most likely destination for glamorous alcohol-related content: generalized Bradley-Terry model results for pairwise platform comparisons
| Stimuli | Platform | Parameter Estimate |
SD | Probabilities of winning | ||
|---|---|---|---|---|---|---|
| vs FB | vs IG | vs SC | ||||
| Frat guys proudly posing in front of fully stocked bar vignette |
Facebook (FB) | .52 | .04 | - | .27 | .32 |
| Instagram (IG) | 1.38**FB | .06 | .73 | - | .56 | |
| Snapchat (SC) | 1.08**FB | .06 | .67 | .43 | - | |
| Dressed up sipping champagne at a trendy restaurant vignette |
Facebook (FB) | .45 | .03 | - | .21 | .37 |
| Instagram (IG) | 1.76**FB, SC | .06 | .80 | - | .69 | |
| Snapchat (SC) | .78*FB | .03 | .63 | .31 | - | |
| Group of girls looking their best pre-gaming before a party vignette |
Facebook (FB) | .28 | .01 | - | .08 | .33 |
| Instagram (IG) | 2.36**FB, **SC | .09 | .92 | - | .84 | |
| Snapchat (SC) | .36 | .02 | .67 | .16 | - | |
| First drinks of spring break group photo |
Facebook (FB) | .46 | .02 | - | .17 | .56 |
| Instagram (IG) | 2.19**FB, SC | .08 | .83 | - | .86 | |
| Snapchat (SC) | .35 | .03 | .43 | .14 | - | |
| Drinking girls in costumes at Halloween party photo |
Facebook (FB) | .40 | .03 | - | .19 | .31 |
| Instagram (IG) | 1.71**FB, SC | .04 | .81 | - | .66 | |
| Snapchat (SC) | .89*FB | .04 | .69 | .34 | - | |
| Beer and cigar at café abroad scenic photo |
Facebook (FB) | .41 | .04 | - | .20 | .30 |
| Instagram (IG) | 1.62**FB,SC | .03 | .80 | - | .63 | |
| Snapchat (SC) | .87*FB | .04 | .70 | .37 | - | |
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