Inquiry proposes that the experience of interpersonal racism raises target group individuals’ engagement in health-impairing behavior. While becoming relatively less visible in face-to-face communication contexts, overt racism is finding its “niche” in social media. Drawing on the general strain theory, this paper explored whether and how microblogged racist messages raise target group members’ intention to drink alcohol through negative emotions. In an online experiment conducted with a general adult sample of 211 Asians residing in the U.S., participants were randomly exposed to one of three stimuli—control (nonracist) tweets versus anti-Asian tweets versus anti-Asian retweets—and reported their affective states. Next, participants performed a drink choice task disguised as a consumer survey. Results displayed that microblogged racist messages indirectly affected drinking intention in two causal pathways: through anger and serially through shame and anger. The impact and implications of racist messages engendered and disseminated via social media platforms are debated.