Social media exposure and its association with acceptance of cosmetic surgery among adult females in Jazan.

چکیده اصلی

BACKGROUND: Social media exposure may be associated with women's attitudes toward cosmetic surgery, yet data from Saudi Arabia's Jazan region are lacking. OBJECTIVES: To evaluate acceptance of cosmetic surgery and its association with social media exposure among adult women in Jazan. METHODS: This cross-sectional study recruited 1,206 women aged ≥18 years via WhatsApp and Snapchat between 1 and 30 January 2025. An Arabic Google Forms questionnaire included the validated Acceptance of Cosmetic Surgery Scale (ACSS), sociodemographic items, and social media behaviors. Multivariable linear regression identified factors associated with ACSS score. RESULTS: Mean ACSS score was 58.90 (SD 25.07). Higher acceptance was observed among older participants (≥45 years: β = 11.62, 95% CI 5.32-17.92, p < 0.001), higher income (>10,000 SAR: β = 4.39, p = 0.038), and each additional hour of daily social media use (β = 0.38, p = 0.035). Following beauty experts showed the strongest effect (β = 11.85, 95% CI 8.43-15.27, p < 0.001), followed by using photo-editing apps (β = 5.33, p < 0.001), comparing appearance with influencers (β = 3.81, p = 0.017), and posting selfies (β = 3.70, p = 0.012). CONCLUSIONS: Social media engagement and demographic factors were associated with cosmetic surgery acceptance among women in Jazan. These associations may have implications for media-literacy interventions, transparent content regulation, and ethical pre-procedure counseling. However, as recruitment occurred via social media apps, results may not generalize to all women in the region.

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