UAE Audiences' Reliance on Social Media as a Source of Information on Complementary and Alternative Medicine: A Study of Al Ain City Residents Based on Media System Dependency Theory

Authors

• Abdul Rahman Al-Toum, Al Ain University – UAEFollow
• Mohammed Al-Kaabi, Al Ain University – UAEFollow
• Najoud Al-Mansouri, Al Ain University – UAEFollow
• Ahmed bin Ishaq, Al Ain University – UAEFollow
• Amer Khaled Ahmad, Al Ain University – UAEFollow
• Maram Manajrah, Media Researcher – JordanFollow

DOI

10.71220/2790-5616.1100

Abstract

This study examined the extent to which UAE audiences rely on social media as a source of information on complementary and alternative medicine (CAM) and the resulting effects of this reliance. Grounded in Media System Dependency Theory, the study employed an audience survey using a questionnaire administered to a sample of (132) Emirati citizens in Al Ain. The findings revealed that the combined medium and high reliance reached (53%). Regarding the effects, cognitive effects recorded the highest arithmetic means, followed by affective and behavioral effects at comparable levels. Hypothesis testing showed no statistically significant differences in the degree of reliance or in the three effects according to gender, age, or educational level. Correlation analysis revealed significant positive relationships between the degree of reliance and both affective and behavioral effects, while no significant relationship was found between the degree of reliance and cognitive effects. The study recommends establishing specialized digital health teams within UAE health authorities to ensure the provision of accurate and reliable information on CAM topics, alongside strengthening the presence of physicians and healthcare professionals on social media to provide scientific content on these topics.

Recommended Citation

Al-Toum, Abdul Rahman; Al-Kaabi, Mohammed; Al-Mansouri, Najoud; bin Ishaq, Ahmed; Ahmad, Amer Khaled; and Manajrah, Maram (2026) "UAE Audiences' Reliance on Social Media as a Source of Information on Complementary and Alternative Medicine: A Study of Al Ain City Residents Based on Media System Dependency Theory," Middle East Journal of Communication Studies: Vol. 6: No. 1, Article 9.
DOI: https://doi.org/10.71220/2790-5616.1100
Available at: https://mejcs.meu.edu.jo/home/vol6/iss1/9