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BACKGROUND The rapid expansion of social media over the past two decades has transformed global communication and information sharing. Healthcare professionals are leveraging platforms like Facebook, Instagram, and Twitter to market products, network professionally, and disseminate medical information. In the United States, approximately 72% of adults seek health information online, including via social media. Recognizing its growing influence, healthcare organizations are integrating social media into their services to enhance public health efforts. OBJECTIVE This study aims to investigate the impact of social media on health awareness in the Middle East, exploring individuals' perceptions, behaviors, and trust in health information disseminated through platforms such as Instagram, Twitter, and Facebook. METHODS A comprehensive survey was conducted, utilizing a thirteen-item closed-ended questionnaire administered through the SurveyMonkey website. The study targeted active individuals on social media in the Middle East, specifically those following at least one healthcare provider. The questionnaire covered diverse aspects, including respondents' demographics, opinions on social media's role in health awareness, effects on health, reactions to healthcare providers' advice, and trust factors. RESULTS The survey garnered responses from 11,010 individuals, predominantly female (81.2%). The majority, 88.1%, expressed trust in and adherence to health advice from social media. Gender and age variations were observed, emphasizing the need for tailored communication strategies. While the majority acknowledged the role of social media in health awareness, the youngest and oldest age groups exhibited different inclinations. Notably, 4.3% perceived a negative impact, highlighting potential challenges. CONCLUSIONS This research provides valuable insights into the dynamic relationship between social media and health awareness. The overwhelmingly positive response suggests social media's potential as a powerful tool for health promotion. Tailored strategies, informed by demographic nuances, are essential for maximizing the positive impact and addressing potential challenges.
Alrashidi et al. (Wed,) studied this question.