Massey University research has found a strong connection between social networking and binge drinking culture.
Studies by Masters and Honours candidates from the School of Psychology show online computer and mobile phone use have become integral to young people's drinking cultures.
The studies are part of a three year research project exploring the convergence of social networking and youth drinking cultures.
Lead researcher Associate Professor Antonia Lyons says alcohol marketing is being seemlessly integrated into young adults' online worlds.
She says it is in photos uploaded on Facebook, in the games 18 to 25-year-olds play and in the applications they download.
Mrs Lyons says that normalises binge drinking which she says is the kind of drinking that causes the most harm.