An Evaluation of the Effect of Social Media Platforms on the General Population's Decision-Making About Cosmetic Procedures in Makkah City, Saudi Arabia

Background and objective Aesthetic procedures are one of the most commonly performed medical procedures. Surgical and non-surgical cosmetic treatments that are routinely performed include breast augmentations, rhinoplasty, botulinum toxin, and fillers. Several factors contribute to the increase in the popularity of these procedures, including body image dissatisfaction, the opinion of peers, and surgeon-related factors such as the surgeon's reputation, board certification, or years of experience. In addition, recent evidence suggests that active and passive usage of highly visual social media that focus on appearance-centric content have been positively associated with the acceptance of, and desire for, cosmetic procedures. In this study, we aimed to investigate the influence of social media on individuals' decision-making in terms of cosmetic procedures. Method The setting for this population-based cross-sectional study was public places in Makkah City, Saudi Arabia, and it was conducted from September to November 2021. Our study included adults above the age of 18 years. The exclusion criteria were as follows: non-Arabic speakers and individuals with congenital anomalies or dysmorphic dermatological diseases. The final sample consisted of 364 participants. All analyses were carried out using IBM SPSS Statistics version 28 (IBM Corp., Armonk, NY). Continuous and categorical variables were compared using ANOVA and Pearson's Chi-squared test. Result A total of 364 participants were included in the study, and 80% of them used their phones on a daily basis for >4 hours per week. The mean age of the participants was 27.4 ± 8.3 years, and they had a mean BMI of 25.0 ± 6.4 kg/m(2); 60% of the participants were female. Participants with a history of cosmetic procedures or a desire to undergo cosmetic procedures reported a similar pattern of daily phone use. There was no significant association between the reported history of cosmetic procedures and the daily duration of selected social media platform use. Conclusion We found no significant correlation between the hours spent on social media and the participants' history or desire for cosmetic procedures. Only 54 subjects compared themselves to social media celebrities. These findings could be attributed to the fact that the Makkah population is conservative in their religious attitudes and traditions, which makes them less susceptible to social media influences.