Influence of Social Media on Perceptions and Decision-Making Regarding Cosmetic Dermatologic Procedures Among Young Adults in Saudi Arabia: A Cross-Sectional Study

Abstract

Abstract

Background: Social media has become a major source of health-related information and may significantly influence perceptions and decision-making regarding cosmetic dermatologic procedures. Young adults are among the most active users of social media and are frequently exposed to appearance-focused content; however, data examining the impact of social media on cosmetic dermatology attitudes and treatment decisions in Saudi Arabia remain limited. This study aimed to evaluate the influence of social media on perceptions and decision-making regarding cosmetic dermatologic procedures among young adults in Saudi Arabia. Methods: A cross-sectional survey was conducted among adults aged 18-40 years residing in Saudi Arabia between January and March 2025. Data were collected using a structured, anonymous online questionnaire assessing demographics, social media use, perceptions of cosmetic dermatology, decision-making behaviors, trust in information sources, and awareness of procedural risks. A composite social media influence score was calculated to quantify the perceived impact of social media on cosmetic treatment decisions. Descriptive statistics, comparative analyses, and multivariable logistic regression were performed to identify factors associated with willingness to undergo future cosmetic dermatologic procedures. Results: A total of 612 participants were included in the analysis. The mean age was 26.8 ± 5.4 years, and 355 participants (58.0%) were female. Frequent exposure to cosmetic dermatology content was reported by 418 participants (68.3%), while 326 (53.3%) spent more than four hours daily on social media. Social media increased awareness of cosmetic procedures (mean score = 4.23 ± 0.83) but was also perceived to contribute to unrealistic beauty standards (mean score = 4.17 ± 0.89). Nearly half of the participants reported considering a cosmetic procedure because of social media exposure (n = 302, 49.3%), and 215 (35.1%) had booked or considered booking a consultation after viewing cosmetic-related content online. Trust in dermatologist-generated content was substantially higher than trust in influencer-generated content (4.31 ± 0.74 vs. 2.54 ± 1.01). Participants with a history of cosmetic procedures demonstrated significantly higher social media influence scores than those without prior procedures (38.5 ± 5.9 vs. 31.6 ± 6.8; P < 0.001). In multivariable analysis, female sex (adjusted odds ratio (aOR): 1.84; 95% confidence interval (CI): 1.29-2.62), social media use exceeding four hours daily (aOR: 1.58; 95% CI: 1.12-2.24), frequent exposure to cosmetic content (aOR: 2.31; 95% CI: 1.61-3.32), trust in dermatologist-generated content (aOR: 1.49; 95% CI: 1.15-1.93), and higher social media influence scores (aOR: 1.72 per five-point increase; 95% CI: 1.46-2.04) were independently associated with willingness to undergo future cosmetic procedures. Conclusions: Social media plays a substantial role in shaping perceptions and decision-making regarding cosmetic dermatologic procedures among young adults in Saudi Arabia. Greater exposure to cosmetic-related content and higher perceived social media influence were independently associated with increased willingness to pursue cosmetic treatments. Although dermatologist-generated content was viewed as highly trustworthy, concerns regarding unrealistic beauty standards and inadequate communication of procedural risks were common.