HEALTH COMMUNICATION IN THE DIGITAL ERA: NEW MEDIA INFLUENCE ON KNOWLEDGE, ATTITUDES, AND PRACTICES OF UNIVERSITY STUDENTS IN KHYBER PAKHTUNKHWA PROVINCE OF PAKISTAN

The proliferation of digital media has transformed how health information is accessed, interpreted, and applied, yet the impact of these platforms on youthcognition and behavior remains underexplored in developing countries. This study investigates the relationship between new media usage and health-related knowledge, attitudes, and behavioural changes among university students in Khyber Pakhtunkhwa province of Pakistan. By integrating interdisciplinary perspectives from media studies, public health, and behavioural sciences, this study addresses a critical gap in health communication scholarship.