The Influence of Social Media on Outdoor Risk‐Taking Behaviours: Understanding the Role of Social Norms, Intentions, and Perceptions Among Australians

Introduction This study investigates the relationship between social media use and risk‐taking behaviours in the outdoors, using the Theory of Planned Behaviour (TPB) as a theoretical framework. The focus is on how intentions, social norms, and risk perceptions influence Australians' likelihood of engaging in risky behaviours to create social media content in the outdoors. Methods A cross‐sectional, self‐report survey was conducted with 509 Australians (mean age 45.9, 50.3% female, 76.6% born in Australia). Participants detailed their social media usage and responded to questions regarding their intentions, risk perceptions, social norms, and actual risk‐taking behaviours with social media content creation in the outdoors. Descriptive statistics, correlation analyses, and multiple regression analyses were performed to examine the relationships between these variables. Results Perceived social approval (norms) strongly correlated with intentions ( r = 0.80). Both intentions (OR = 1.08, 95% CI [1.01, 1.15]) and norms (OR = 1.11, 95% CI [1.04, 1.18]) predicted a greater likelihood of taking photos in dangerous locations, with similar effects for injuries. Risk perceptions were not significant. Logistic regressions using Yes = 1/No = 0 confirmed these patterns, with odds ratios > 1 for intentions and, in some models, norms. The models explained between 4% and 19% of the variance, highlighting the stronger influence of intentions and norms compared to risk perceptions. Conclusions The study highlights the need for targeted interventions to promote safer practises in the outdoors. Understanding the psychological and social drivers of these behaviours will enable those tasked with ensuring safety to develop strategies to mitigate risks. So What? Injury prevention efforts should target social approval for risky social media behaviours.