The Role of Social Media in Influencing Shisha Consumption Among Jordanian Women

Abstract

Shisha use is a public health challenge in Jordan, particularly among
females, due to increasing acceptance and social distribution. Despite the well-known health dangers, standard antismoking campaigns have failed to curb cigarette use convincingly. Social media sites provide unique opportunities to impact smoking behavior by changing perceptions, promoting cessation, and facilitating health-related substitutes. This study explores the influence of social media on shisha consumption among young women in Jordan using qualitative methods, including focus group discussions with young women who smoke shisha. Results emphasize that cultural beliefs, social influence, and psychological drivers of smoking behavior play a role, and social media can both contribute to and help reduce smoking. Exploiting social media communities (with incentive programs), positive reinforcement through digital campaigns, and reframing the narrative of smoking cessation all represent core digital intervention strategies identified in the study. Combining these with social media might help reduce shisha use and influence public health policy. This research highlights the importance of delivering culturally appropriate digital health interventions that are capable of challenging behavioral norms and promoting asmoke-free lifestyle among women in Jordan.