Influence of social media on intent to undergo cosmetic facial injections among Lebanese university students

Abstract

Abstract Background With the emergence of social media platforms and accounts advertising for noninvasive cosmetic procedures, obsession with beauty and conforming to certain appearance standards is increasing among adolescents and young adults. The current study aimed to determine whether social media content exposure and other related factors, influence the decision of Lebanese university students to undergo facial cosmetic injections such as dermal fillers and Botox.Methods A cross sectional study was conducted between the first and 20th of august 2023, using an online questionnaire platform on Lebanese university students between the age of 18 and 30. The survey included questions regarding demographic features, facial cosmetic injections, social media use, facial appearance and related psychological distress. A bivariate followed by a multivariate analysis were done. A p-value < 0.05 was considered to be significant.Results A total of 600 responses were collected. Most of who responded were women (N: 398, 66.3%) with a mean age of 22.22+/- 3. Of the participants, 185 (30.8%) considered undergoing facial fillers or Botox injections whereas 31 (5.2%) have already undergone such procedures. Instagram was the platform used the most (N: 466, 77.7%). When considering the multivariate analysis model: being a female, following medical doctors on social media, following cosmetic pages, a personal, family or friend history of undergoing cosmetic facial injections and a bigger engagement on social media platforms as well as low satisfaction with facial appearance were significantly correlated with the intent of undergoing facial dermal fillers and Botox injections. (p = 0.001 < 0.05, OR = 0.393; p = 0.000 < 0.05, OR = 2.847; p = 0.008 < 0.05, OR = 2.034; p = 0.000 < 0.05, OR = 21.066; p = 0.001 < 0.05, OR = 2.371; p = 0.012, OR = 1.419; p = 0.029, OR :0.628 respectively).Conclusion Our study gave a dynamic comprehension about the persuasive effect of social media platforms on Lebanese university students to consider cosmetic facial injections. The significant predictors in our model were related to specific social media behaviors. The study also highlighted the psychological dimension involved in the process, that practitioners should be aware of in their practice.