Does social media influence physician selection among those considering aesthetic operations or procedures? A cross-sectional descriptive study

Ahmet Sarma; Burçin Acuner; Oğuzhan Durmuş; Onur Alp Karakaş; Ahmet Eksal Kargı

Does social media influence physician selection among those considering aesthetic operations or procedures? A cross-sectional descriptive study

Abstract

Aims: Social media is a common source of health information and a factor in provider choice. This study examined how social media use relates to physician selection and to the tendency to undergo aesthetic procedures in adults and how these associations vary with age, educational level, and use habits. Methods: A total of 1030 volunteers aged 18 years and older were enrolled between February 2020 and August 2021 by convenience sampling. Data were collected face-to-face and online with a researcher-developed 30-item questionnaire whose content was reviewed by three experts (no formal psychometric validation was performed). Non-parametric tests (Chi-square, Mann-Whitney U, and Kruskal-Wallis H) and effect sizes were used; significance was p<0.05. Results: Overall, 61.0% were women, 95.6% used social media, and 40.6% were considering a procedure. The importance attributed to social media in physician selection increased with daily use duration (p<0.001), and those using social media for 1 hour or more daily reported a greater desire for a procedure (p<0.001). This importance did not differ by age, although participants aged 56 years and older reported less desire (p<0.001). The most important criterion was personal references, followed by physician experience, while the physician's gender was considered the least important. Prior communication with a physician via social media was associated with having undergone a procedure (p<0.001). Conclusion: Social media use was associated with physician selection and with the desire for aesthetic procedures, most clearly among heavy users, with no difference across age groups; associations were weak, and no causal inference can be drawn. Used ethically, social media may aid patient information and outreach.

Keywords

Supporting Institution

None. The authors declared that this study has received no financial support.

Ethical Statement

The study was approved by the Non-Interventional Clinical Research Ethics Committee of Zonguldak Bülent Ecevit University (Meeting no: 2020/03, Decision no: 2, Date: 05.02.2020). All procedures were carried out in accordance with the ethical principles and guidelines of the Declaration of Helsinki. Verbal informed consent was obtained from participants who completed the questionnaire face-to-face, and electronic informed consent was obtained from those who completed it online.

Thanks

This article is based on the medical specialty thesis of Ahmet Sarma: Sarma A. Estetik operasyon veya müdahale düşünenlerde doktor seçimi sırasında sosyal medyanın etkisi var mıdır? [Does social media influence doctor selection among those considering aesthetic operations or procedures?] (Thesis no. 717972) [Medical specialty thesis, Zonguldak Bülent Ecevit University]. Council of Higher Education (YÖK) National Thesis Center; 2022. Thesis advisor: Burçin Acuner. The authors thank Dr. Bahar Aykaç for her contribution to the statistical analyses performed during the thesis stage of this work.

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Details

Primary Language

English

Subjects

Plastic Reconstructive and Aesthetic Surgery

Journal Section

Research Article

Authors

Ahmet Sarma
0000-0003-2421-732X
Türkiye

Burçin Acuner ^*
0000-0001-8728-279X
Türkiye

Oğuzhan Durmuş
0009-0002-5613-6217
Türkiye

Onur Alp Karakaş
0000-0002-9299-1205
Türkiye

Ahmet Eksal Kargı
0000-0003-4539-8107
Türkiye

Publication Date

October 25, 2026

Submission Date

August 7, 2026

Acceptance Date

October 22, 2026

Published in Issue

Year 2026 Volume: 8 Number: 6

IZ

https://izlik.org/JA27YT82WS

Cite

RIS / Bibtex

APA

Sarma, A., Acuner, B., Durmuş, O., Karakaş, O. A., & Kargı, A. E. (2026). Does social media influence physician selection among those considering aesthetic operations or procedures? A cross-sectional descriptive study. Anatolian Current Medical Journal, 8(6), 1380-1387. https://izlik.org/JA27YT82WS

AMA

1.Sarma A, Acuner B, Durmuş O, Karakaş OA, Kargı AE. Does social media influence physician selection among those considering aesthetic operations or procedures? A cross-sectional descriptive study. Anatolian Curr Med J / ACMJ / acmj. 2026;8(6):1380-1387. https://izlik.org/JA27YT82WS

Chicago

Sarma, Ahmet, Burçin Acuner, Oğuzhan Durmuş, Onur Alp Karakaş, and Ahmet Eksal Kargı. 2026. “Does Social Media Influence Physician Selection Among Those Considering Aesthetic Operations or Procedures? A Cross-Sectional Descriptive Study”. Anatolian Current Medical Journal 8 (6): 1380-87. https://izlik.org/JA27YT82WS.

EndNote

Sarma A, Acuner B, Durmuş O, Karakaş OA, Kargı AE (October 1, 2026) Does social media influence physician selection among those considering aesthetic operations or procedures? A cross-sectional descriptive study. Anatolian Current Medical Journal 8 6 1380–1387.

IEEE

[1]A. Sarma, B. Acuner, O. Durmuş, O. A. Karakaş, and A. E. Kargı, “Does social media influence physician selection among those considering aesthetic operations or procedures? A cross-sectional descriptive study”, Anatolian Curr Med J / ACMJ / acmj, vol. 8, no. 6, pp. 1380–1387, Oct. 2026, [Online]. Available: https://izlik.org/JA27YT82WS

ISNAD

Sarma, Ahmet - Acuner, Burçin - Durmuş, Oğuzhan - Karakaş, Onur Alp - Kargı, Ahmet Eksal. “Does Social Media Influence Physician Selection Among Those Considering Aesthetic Operations or Procedures? A Cross-Sectional Descriptive Study”. Anatolian Current Medical Journal 8/6 (October 1, 2026): 1380-1387. https://izlik.org/JA27YT82WS.

JAMA

1.Sarma A, Acuner B, Durmuş O, Karakaş OA, Kargı AE. Does social media influence physician selection among those considering aesthetic operations or procedures? A cross-sectional descriptive study. Anatolian Curr Med J / ACMJ / acmj. 2026;8:1380–1387.

MLA

Sarma, Ahmet, et al. “Does Social Media Influence Physician Selection Among Those Considering Aesthetic Operations or Procedures? A Cross-Sectional Descriptive Study”. Anatolian Current Medical Journal, vol. 8, no. 6, Oct. 2026, pp. 1380-7, https://izlik.org/JA27YT82WS.

Vancouver

1.Ahmet Sarma, Burçin Acuner, Oğuzhan Durmuş, Onur Alp Karakaş, Ahmet Eksal Kargı. Does social media influence physician selection among those considering aesthetic operations or procedures? A cross-sectional descriptive study. Anatolian Curr Med J / ACMJ / acmj [Internet]. 2026 Oct. 1;8(6):1380-7. Available from: https://izlik.org/JA27YT82WS