Role of Social Media for the Adoption of Cosmetic Procedures among Young Pakistani Women

Authors

  • Maham Arif Lecturer, Department of Mass Communication, Lahore Garrison University, Lahore
  • Javeria Nazeer Assistant Professor, Department of Mass Communication, Lahore Garrison University, Lahore
  • Dr. Zarghuna Naseem Assistant Professor, Department of Psychology, Lahore Garrison University, Lahore

DOI:

https://doi.org/10.47205/jdss.2022(3-II)89

Keywords:

Adoption, Beauty Practitioner, Celebrity Endorsement, Facial Cosmetic Procedures, Social Media

Abstract

Non-surgical facial Cosmetic procedures (CP) are becoming very common and the way it is promoted on social media is effecting Pakistani women who are frequently exposed to advertising of dermatologists, beauty practitioners and aestheticians. The present study examines the role of social media associated with the likelihood of having CP among women of Lahore. A quantitative methodology using convenient sampling and a questionnaire having 31 items (6 subscales) was developed i.e. women’s Interest in CP, Influence of SM, Celebrity endorsements, Practitioners trust, Attractive offers and Adoption of CP. An online survey was conducted among females (n=340). Results showed that there is a positive relationship b/w watching posts on SM for cosmetic treatments and adoption of the treatment i.e. practitioners trust, Attractive offers and influence of SM are the significant Predictors while celebrity endorsement was negatively predicting their decision. Implications for the awareness of mothers and practitioners have been discussed.

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Published

2022-06-30

Details

    Abstract Views: 457
    PDF Downloads: 303

How to Cite

Arif, M., Nazeer, J., & Naseem, Z. (2022). Role of Social Media for the Adoption of Cosmetic Procedures among Young Pakistani Women. Journal of Development and Social Sciences, 3(2), 996–1006. https://doi.org/10.47205/jdss.2022(3-II)89

Issue

Vol. 3 No. 2 (2022): April to June

Section

Articles

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