There is a strong link between social media and binge drinking culture, a fresh study claims.

According to studies carried out by Masters and Honours candidates at the School of Psychology, Massey University, use of online computer and mobile phones has become an integral part of the youth's drinking cultures.

Lead researcher Dr. Antonia Lyons, also said that the relation between social media and binge drinking was irrefutable.

Speaking on the topic, Dr. Lyons said, "Online culture reinforces the binge-drinking culture."

The three-year project received $864,000 from the Marsden Fund for determining the relation between social networking and binge drinking.

Social media is widely used to organize parties, be in contact with others while out drinking, and share photos of drunken socializing.

Websites like Drinkify, which matches a user's musical tastes to drinks, and an iPhone cover that has a bottle opener and an app that counts how many bottles have been opened, encouraging drinking cultures.