Influence of Social Media on Self-Medication Behavior: A Study on Ozempic Use Among Emirati University Students

Introduction: Self-medication has become a growing concern, especially in the current era of digitalization. The ubiquitous access to social media platforms has been associated with this behaviour due to factors like body image leading to weight loss obsession and seeking solutions to achieve the ideal body image and weight. Aims: This research also examined the relationship between Social Media Usage and Self-Medication, Weight Loss Obsession, and further Intention to Use Ozempic (semaglutide) among university students in the United Arab Emirates. Methods: The researchers used a cross-sectional design and gathered data from students enrolled at Al Ain University, United Arab Emirates. Data were analyzed using SPSS (Version 29) and SmartPLS software (Version 4). Descriptive statistics and Partial Least Squares Structural Equation Modelling (PLS-SEM) were employed to examine relationships among variables based on the Self-Medication Theory by Khantzian. Results: It was found that Social Media Usage was significantly linked with Self-Medication behaviour among the students. Also, this usage makes individuals conscious about weight and body image as important concerns. Finally, Social Media Usage was also significantly linked with Intention to Use Ozempic for weight loss without medical prescriptions and doctor consultations. Conclusions: It is concluded that self-medication for weight loss disregards the significance of maintaining a well-balanced diet and regular exercise, leading to serious health risks, i.e., nutritional deficiencies, metabolic disorders, and negative effects on mental well-being. Educating and informing young individuals about the importance of adopting healthy and sustainable weight loss processes is important, underlining the need for professional guidance, nutrition education, and promoting a positive body image. This approach may help reduce the harmful outcomes associated with self-medication for weight loss.