Social Media as a Tool for Oral Health Promotion in Saudi Arabia: A Systematic Review
Keywords:
social media, oral health promotion, Saudi Arabia, health literacy, digital health, public health, WhatsApp, Instagram, Snapchat.Abstract
Background: Oral diseases remain highly prevalent in Saudi Arabia, with social media emerging as a potentially powerful channel for health communication. Given the Kingdom’s high digital penetration and growing reliance on platforms such as WhatsApp, Instagram, Snapchat, and TikTok, understanding their effectiveness in promoting oral health is essential.
Objective: This systematic review synthesised evidence on the use of social media as a tool for oral health promotion in Saudi Arabia, focusing on platforms used, types of interventions delivered, and their impact on awareness, attitudes, knowledge, and behaviours.
Methods: Following PRISMA 2020 guidelines, seven databases and two regional repositories were searched for studies published between January 2010 and October 2025. Five studies met inclusion criteria (n = 8,071 participants). Study quality was assessed using Joanna Briggs Institute (JBI) tools. A narrative synthesis was conducted, and where possible, quantitative outcomes were pooled.
Results: WhatsApp, Instagram, Snapchat, Twitter/X, and YouTube were the most frequently utilised platforms. All included studies reported positive effects of social-media–based interventions on oral-health awareness or knowledge. A randomized controlled trial demonstrated significant improvements in knowledge among pregnant women exposed to brief educational messages (p < 0.001). Cross-sectional studies showed widespread reliance on social media for oral-health information (up to 67.7%) and identified associations between platform engagement, higher awareness, and reduced misconceptions—particularly when content originated from dental professionals. Meta-analysis showed a moderate pooled effect on knowledge gain (SMD = 0.62; 95% CI, 0.35–0.89) and reduced misconceptions (OR = 0.44; 95% CI, 0.26–0.72). However, few studies measured long-term behavioural change.
Conclusion: Social media is an effective tool for enhancing oral-health knowledge and correcting misconceptions among Saudi residents, especially when evidence-based, visually engaging, and professionally endorsed content is used. Despite promising results, existing studies are limited in number and design quality. Future research should employ robust methodologies, integrate behavioural frameworks, and assess sustained impacts and engagement analytics to optimise digital oral-health promotion strategies in Saudi Arabia.
