Social Media Dependency and Its influence on COVID-19 Booster Vaccine Uptake Amongst International University Students in Northern Cyprus: A Quantitative Study

In the context of the ongoing global COVID19 pandemic, understanding vaccine attitudes has become paramount. This study aims to unravel and explore the association between social media dependency and COVID-19 booster vaccine attitudes and uptake, with a focus on measuring the level of booster vaccine hesitancy and exploring the potential link between social network attitudes and booster vaccine uptake. The research employs a quantitative, cross-sectional methodology with snowball sampling and is framed within the theoretical lens of media dependency theory. This study attempts to: first, to gauge the extent of booster vaccine hesitancy among respondents; second, to ascertain whether there exists a discernible association between social networks dependency and vaccine attitudes, and if so, whether this association manifests as a positive or negative impact. As well as the link between attitudes towards social media and the uptake of the COVID-19 booster vaccine. Finally, the possibility of the inclusion of social media into the domain of media dependency theory. The research findings indicate that social media dependency does indeed predict COVID19 booster vaccine uptake. While the correlation observed may not be exceptionally prominent, it proves to be adequate in establishing a meaningful link. Moreover, the study reveals that individuals' attitudes toward social media significantly influence their decision to accept the booster vaccine. This highlights the impact of social media on shaping public health behaviors. Notably, the level of booster vaccine uptake was found to be lower than expected, with more than half of the participants not having received the COVID-19 booster vaccine at the time of the study. This suggests a need for targeted interventions to increase booster vaccine uptake rates, with a particular emphasis on addressing the impact of social media in vaccine decision-making processes. In conclusion, this research provides valuable insights into the role of social media in shaping public health behaviors during the pandemic. The findings suggest that social media has a cognitive, affective, and behavioral impact on individuals, emphasizing its significance in the realm of media dependency theory. This study contributes to our understanding of the multifaceted dynamics between social media, information dissemination, and healthcare decisions, highlighting the need for a holistic approach to public health communication in the digital age. Keywords: social media, media dependency theory, COVID-19 booster vaccine attitudes