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

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.