Unpacking the Role of YouTube Influencers in Shaping Healthy Attitudes and Behaviors in Saudi Arabia: A Cross-Sectional Study.

ABSTRACT

Background Social media, notably YouTube (Google LLC, Mountain View, California, United States), has transformed global communication and access to information. In Saudi Arabia, with high internet usage, YouTube influencers play a significant role in shaping health attitudes and behaviors. This study investigates the impact of YouTube influencers on health behaviors among Saudi Arabian residents, considering the unique cultural and socio-demographic context. Methods We conducted a community-based cross-sectional study in Saudi Arabia. We surveyed a convenience sample of 703 young Saudi participants from September 2022 to March 2023. Data collection utilized an anonymous online questionnaire distributed via popular social media platforms. The questionnaire covered sociodemographic information, health habits, perceptions of influencers, and their impact on health attitudes. Descriptive statistics, including percentages, frequencies, means, and standard deviations, were employed to summarize participant characteristics and health-related variables. Pearson's chi-square test was utilized to compare response variables among different groups. Results Findings show significant gender disparities in health habits, with males more likely to smoke but females less physically active (p<0.01). Influencers were perceived as encouraging healthy habits by 71.7% of participants, yet 55.6% also believed they promoted unhealthy habits. Positive outcomes included dietary improvements (62.6%) and smoking cessation (20.5%). People preferred healthcare influencers the most (66.8%), followed by sports and fashion influencers. Conclusions This study highlights YouTube influencers' substantial influence on health behaviors in Saudi Arabia. It suggests the potential for influencers, especially in healthcare, to contribute positively to public health. Viewer discernment is essential due to varying influencer impacts. These findings underscore the complex role of YouTube influencers in shaping health behaviors and suggest avenues for targeted health interventions.