The influence of social media uses on people's decisions to undergo aesthetic procedures: a cross-sectional study.

Abstract

Introduction: The general trend toward cosmetic aesthetic procedures is increasing, especially with the high social media utilization rates in attaining medical information. This study examines the factors influencing patients' decisions to undergo aesthetic procedures. = Methods: A cross-sectional study was conducted among adult subjects who underwent at least one aesthetic procedure. Data was collected using a structured questionnaire, including questions about sociodemographic characteristics and questions assessing the study participants' perception of aesthetic procedures and the factors influencing their decisions to undertake them. Informed consent was taken from each participant, and ethical clearance was obtained from the institutional research body in Jordan. Results: Of 1620 respondents, 90.4% were females. The mean age of the participants was 26.2 ± 8.8 years. All participants (100%) use social media, and 87.2% said it helped them become more aware of aesthetic procedures. In 41.2%, the idea of aesthetic procedures was guided by self-belief. Instagram was the most popular social media influencer (46.2%), where 40.1% of participants spent more than 3 hours on it. Social media significantly increased awareness of aesthetic procedures among aged 26-40 years, females, and employed respondents. Moreover, respondents aged between (18-25) years, male gender, single or divorced or widowed, students with a monthly income of more than 1000 JDs (≈ 1410 $), and had a Diploma or bachelor’s degree in a health-related major were significantly posting personal photos on social media. Respondents who spent more than 6 hours using Facebook, Snapchat, TikTok, and Twitter, and those who spent between 3 to 6 hours using YouTube, WhatsApp, and Instagram, were significantly posting more than ten personal photos per week. Acne scarring treatment was the most popular procedure the study participants underwent (49.9%). Damage repair was the most common key reason for aesthetic procedures while looking younger was the most popular minor reason. In 52.7%, a dermatologist is the one who performed the procedure. All participants agreed on the direct effect of the cost of the procedure on the decision to undertake it. Conclusion: The study highlighted the high impact of social media platforms and their influence on patients undergoing aesthetic non-surgical dermatological procedures, especially the platforms that mainly share photos and videos, such as Instagram. For this study, most of the procedures were done for damage repairs. However, the trends toward specific aesthetic procedures over others differ from region to region, and physicians must be aware of this trend for a better understanding of their patient's needs at the local level, which gives rise to better resource allocation. In addition, the cost of the procedure directly influences the decision to undertake it.