Social media use for general and oral health information-seeking: a qualitative study in Saudi Arabia

BACKGROUND: Social media has become a widely used source of general and oral health information worldwide. While several studies have examined the prevalence and influence of health-related content on social media, concerns remain regarding misleading information and the varying credibility of online sources. In Saudi Arabia, existing research has primarily focused on quantitative assessments of social media use for general and oral health information. However, limited qualitative research has explored how individuals seek health information encountered on these platforms. OBJECTIVE: This qualitative study aimed to explore how adults in Saudi Arabia use social media to seek, evaluate, and act on both general and oral health information. METHODS: Nineteen adults aged 18-50 were interviewed between November 2024 and January 2025 using in-depth, semi-structured interviews. Data were analyzed using Reflexive Thematic Analysis. RESULTS: Two major themes emerged: (1) social media engagement and information-seeking behavior, and (2) the use of social media in health and oral health decision-making. Participants used platforms selectively based on content type, ease of use, and social norms. Information-seeking was deliberate and included cross-checking information with healthcare professionals, online tools, and peers. Trust in content was influenced by perceived transparency, professional identity of the source, verification cues, and emotional resonance. While social media offered convenience and motivation, participants expressed concerns about misinformation, time-wasting, and digital fatigue. CONCLUSIONS: Adults in Saudi Arabia actively and critically navigate social media for health and oral health information. Their behaviors reflect both a sense of empowerment and the challenges of engaging with unregulated content. These findings underscore the importance of culturally tailored, professionally guided strategies to support digital health literacy and informed decision-making.