The Influence of Social Media on the Decision of Rhinoplasty Among Adults in the Western and Southern Regions of Saudi Arabia: A Comparative Cross-Sectional Study

Introduction Rhinoplasty, a cosmetic surgical procedure aimed at altering the appearance of the nose, has gained immense popularity worldwide. Patients undergo this procedure for various reasons, ranging from aesthetic concerns to functional impairments. Social media, being a ubiquitous platform for sharing and consuming visual content, has emerged as a potential influencer for individuals contemplating rhinoplasty. This study aims to investigate the impact of social media on the prevalence of rhinoplasty among individuals residing in the southern and western regions of Saudi Arabia. Methods A cross-sectional study was conducted through an online self-administered questionnaire, targeting male and female adults aged 18 years or older, residing in the western and southern regions of Saudi Arabia. The questionnaire comprised 17 questions, categorized into two sections. The first section sought demographic information, including age, gender, education, and other relevant characteristics. The second section focused on the influence of social media on the decision-making process related to rhinoplasty. Results A total of 1645 participants responded to the survey, with 96.80% being Saudi citizens. The majority of respondents were females (69.11%); 58.52% of the respondents were from the western region of Saudi Arabia, while 41.48% lived in the southern region. Most participants (64.27%) were aged between 18 and 30 years. The study revealed that Snapchat (Snap Inc., Santa Monica, California, United States) was the most influential social media platform, with 43.41% of respondents reporting it as the key influencer for their decision to undergo rhinoplasty. Twitter (Twitter, Inc., San Francisco, California, United States) and Instagram (Meta Platforms, Inc., Menlo Park, California, United States) followed at 22.97% and 12.09%, respectively. Interestingly, 28.42% of respondents acknowledged that social media played a significant role in their decision to undergo rhinoplasty, particularly when promoted by celebrities or trusted figures. Comparing responses from the western and southern regions, the study showed that individuals from the southern region were relatively more influenced by social media, with 27.8% and 29.3% of respondents reporting the influence from the two regions, respectively. Out of the total respondents, only 38.75% reported dissatisfaction with their nose's appearance and condition, while 23.60% expressed a tendency towards undergoing rhinoplasty. Conclusion The study's findings underscore the critical role of social media in influencing patients' decisions to undergo rhinoplasty, particularly in the southern region of Saudi Arabia. Snapchat emerged as the most influential social media platform, with celebrities' pictures before and after the procedure being the leading factor in motivating patients to undergo rhinoplasty. The study highlights the need for further research to explore the potential risks and benefits associated with the influence of social media on patients' decision-making regarding rhinoplasty.