Perceptions towards orthodontic marketing through social media among young adults seeking orthodontic treatment: a qualitative study

Abstract

Abstract Introduction Social media, particularly Instagram and Facebook, are commonly used for advertising orthodontic treatment. Aim The aim of the present study was to explore the perceptions towards social media marketing by young adults seeking orthodontic treatment in Malaysia. Materials and methods This was a qualitative study using semi-structured in-depth interviews of 15 young adults aged between 22- and 30-years old. The participants were selected through purposive sampling from multiple private and public clinics within the Klang Valley, Malaysia. Data were transcribed verbatim into Microsoft Word and coded using the NVivo12 software. Thematic analysis was applied to investigate the data. Results The perceptions of young adults on social media marketing of orthodontic treatment generated six themes which were categorised as positive (source of information, good marketing strategy, convenience, and a means to improve connection and communication) or negative (false or misleading information and the presence of disingenuous social media profiles). Seven factors influenced the subject’s decision-making process which were social media features, online trends, treatment costs, clinic location, third parties, knowledge and the availability of online information. Conclusion Young adults mainly had positive perceptions towards orthodontic marketing through social media. The findings of this study provide important insights for dental practitioners, policymakers, and stakeholders on how young adults are using social media and the factors that influence their decision-making process when searching for orthodontic treatment providers.