The rising popularity of voluntary cosmetic surgery is increasingly influenced by social media marketing and online reviews, which have become contemporary equivalents of word-of-mouth recommendations. This study investigates the impact of source credibility and argument quality of social media content on attitudes toward cosmetic surgery, and how these attitudes, along with social influence and perceived behavioral control, affect the intention to pursue cosmetic surgery.
A quantitative survey was conducted, with responses collected from 317 participants. The data were analyzed using multiple regression to assess the relationships between the variables. The results reveal that source credibility negatively affects the intention to pursue plastic surgery, contrary to the initial hypothesis. In contrast, argument quality, although positively related, does not significantly predict intention. Attitude toward plastic surgery emerged as the strongest predictor, significantly enhancing the intention to undergo the procedure. Additionally, perceived behavioral control positively influences intention, while social influence does not show a significant effect.
These findings contribute to the understanding of how social media factors and individual psychological constructs shape decisions regarding cosmetic surgery. The research highlights the complexity of the influence of social media credibility and personal control on patient decisions, offering valuable insights for healthcare providers and marketers in the cosmetic surgery industry.
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