ArticleFrontiers in digital health2025
Influence of social media on cosmetic facial surgeries among individuals in Kuwait: employing the theory of planned behavior.
Article in Frontiers in digital health, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 6 papers.
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Who cites it
6 citing papers in PubMed.
- Perception of having an aesthetic procedure on social media and psychological symptoms: serial mediation by social media addiction and social appearance anxiety.BMC psychology · 2026Article
- Awareness motivations and barriers related to rhinoplasty among adults in Palestine, Syria, Lebanon, Jordan and Iraq.Scientific reports · 2026Article
- Redefining Beauty: Knowledge, Attitudes, and Behaviours Toward Aesthetic Medicine and Cosmetic Surgery in Urban Adults.Clinics and practice · 2026Article
- From Nose Job to a Better Job: A Scoping Review of Facial Aesthetics, Attractiveness Bias, and Outcomes in the Workplace.Aesthetic surgery journal. Open forum · 2026Review
- Association between social media influence and postoperative satisfaction following upper eyelid blepharoplasty: a 500-patient study.Frontiers in surgery · 2026Article
- From digital learning readiness to student satisfaction: the mediating role of learning well-being in Saudi higher education.Frontiers in artificial intelligence · 2026Article
Corrections and comments
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Authors and funding
8 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
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, 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.
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