Influence of social media on the intent to undergo cosmetic facial injections among Lebanese university students

With the emergence of social media accounts promoting noninvasive cosmetic procedures, young adults are increasingly seeking for newer beauty trends, in compliance with certain beauty standards. This study aims to explore whether exposure to social media content and related factors influence Lebanese university students' decisions to undergo facial cosmetic injections. We conducted a cross-sectional study using an online questionnaire platform targeting Lebanese university students aged 18 to 30 years old. The survey included questions regarding demographic features, facial cosmetic injections, social media use, facial appearance, psychological distress and self-esteem. Those who had already undergone cosmetic facial injections were excluded. Bivariate and multivariate analyses were conducted. A p-value < 0.05 was considered to be significant. A total of 569 responses were collected. Of the participants, 64.9% were women and 27.4% considered undergoing facial fillers or botulinum injections. Their mean age was 22.07+/- 3.04 years. Instagram was the social media platform used the most (N: 439, 77.2%). When considering the multivariate analysis model: being a female, pursuing a doctoral degree, following medical doctors on social media, following cosmetic pages, having a family or friend who underwent cosmetic facial injections, and a greater dependence on social media platforms were found to be significantly associated with the intent to undergo facial dermal fillers and botulinum toxin injections. Our study provided a dynamic understanding about the influential effect of social media platforms on Lebanese university students to consider cosmetic facial injections, with key predictors emerging from specific social media usage behaviors. Level IV.