TY - JOUR
T1 - Influence of social media on cosmetic facial surgeries among individuals in Kuwait
T2 - employing the theory of planned behavior
AU - Alduosari, Madhawi
AU - Albuloshi, Thurayya
AU - Alsaber, Ahmad
AU - Al Saeed, Farah
AU - Alkandari, Anwaar
AU - Anbar, Amal
AU - Alboloushi, Bedour
AU - Helmy, Yasser
N1 - Publisher Copyright:
2025 Alduosari, Albuloshi, Alsaber, Al Saeed, Alkandari, Anbar, Alboloushi and Helmy.
PY - 2025/4/24
Y1 - 2025/4/24
N2 - Introduction: The increasing popularity of cosmetic facial surgeries among Kuwaiti youth has been significantly influenced by social media. Platforms such as Instagram and TikTok propagate beauty ideals that may lead to heightened interest in aesthetic procedures. This study investigates the impact of electronic word-of-mouth (e-WOM), content marketing (CM), and influencer marketing (IM) on attitudes (ATT), subjective norms (SN), perceived behavioral control (PBC), and intention (INT) to undergo cosmetic surgery, using the Theory of Planned Behavior (TPB) framework. Methods: A cross-sectional quantitative design was employed involving 730 participants (84.9% female), selected using convenience sampling across universities, clinics, and workplaces in Kuwait. A validated TPB-based questionnaire measured constructs such as ATT, SN, PBC, INT, health consciousness, and social media influences (e-WOM, CM, IM). Data were analyzed using Structural Equation Modeling (SEM) via SmartPLS. Reliability and validity were confirmed using Cronbach's alpha, composite reliability, average variance extracted (AVE), and discriminant validity. Results: Subjective norms significantly influenced perceived behavioral control (β = 0.336, p < 0.001), which in turn predicted intention to undergo cosmetic surgery (β = 0.316, p < 0.001). Attitude also positively influenced PBC (β = 0.298, p < 0.001). e-WOM had the strongest impact on ATT (β = 0.427, p < 0.001) and SN (β = 0.292, p < 0.001), followed by significant but smaller effects from CM and IM. The model demonstrated good fit, explaining 47.3% of the variance in INT. Discussion: Social media plays a central role in shaping cosmetic surgery intentions among Kuwaiti youth, with subjective norms being the strongest predictor. These findings underscore the importance of societal expectations, particularly in collectivist cultures. Regulatory frameworks and educational campaigns are recommended to address ethical marketing practices, enhance digital health literacy, and promote realistic beauty standards.
AB - Introduction: The increasing popularity of cosmetic facial surgeries among Kuwaiti youth has been significantly influenced by social media. Platforms such as Instagram and TikTok propagate beauty ideals that may lead to heightened interest in aesthetic procedures. This study investigates the impact of electronic word-of-mouth (e-WOM), content marketing (CM), and influencer marketing (IM) on attitudes (ATT), subjective norms (SN), perceived behavioral control (PBC), and intention (INT) to undergo cosmetic surgery, using the Theory of Planned Behavior (TPB) framework. Methods: A cross-sectional quantitative design was employed involving 730 participants (84.9% female), selected using convenience sampling across universities, clinics, and workplaces in Kuwait. A validated TPB-based questionnaire measured constructs such as ATT, SN, PBC, INT, health consciousness, and social media influences (e-WOM, CM, IM). Data were analyzed using Structural Equation Modeling (SEM) via SmartPLS. Reliability and validity were confirmed using Cronbach's alpha, composite reliability, average variance extracted (AVE), and discriminant validity. Results: Subjective norms significantly influenced perceived behavioral control (β = 0.336, p < 0.001), which in turn predicted intention to undergo cosmetic surgery (β = 0.316, p < 0.001). Attitude also positively influenced PBC (β = 0.298, p < 0.001). e-WOM had the strongest impact on ATT (β = 0.427, p < 0.001) and SN (β = 0.292, p < 0.001), followed by significant but smaller effects from CM and IM. The model demonstrated good fit, explaining 47.3% of the variance in INT. Discussion: Social media plays a central role in shaping cosmetic surgery intentions among Kuwaiti youth, with subjective norms being the strongest predictor. These findings underscore the importance of societal expectations, particularly in collectivist cultures. Regulatory frameworks and educational campaigns are recommended to address ethical marketing practices, enhance digital health literacy, and promote realistic beauty standards.
KW - body dysmorphic disorders
KW - cosmetic facial surgery
KW - social media influence
KW - theory of planned behavior
KW - youth attitudes
UR - https://www.scopus.com/pages/publications/105004431324
U2 - 10.3389/fdgth.2025.1546128
DO - 10.3389/fdgth.2025.1546128
M3 - Article
C2 - 40343214
AN - SCOPUS:105004431324
SN - 2673-253X
VL - 7
JO - Frontiers in Digital Health
JF - Frontiers in Digital Health
M1 - 1546128
ER -