The impact of social media on medical aesthetic decisions and healthcare practices: A phenomenological study

Social media platforms have emerged as multidimensional digital interaction spaces that shape individuals' access to information, perceptions, and service preferences in the decision-making processes related to medical aesthetic procedures. This study was conducted to examine the influence of social media platforms on individuals' medical aesthetic decision-making processes and their orientation toward health practices. This qualitative study was carried out between February and March 2025 with patients who applied to a private medical aesthetic clinic. The data were collected through individual interviews using a semi-structured interview form consisting of open-ended questions, developed with input from two experts. The data obtained were analyzed in detail using thematic analysis. The content derived from the interviews was coded, and then codes were grouped into themes and sub-themes. These data were reported in an academic language.The results of the study revealed that social media content needs to be evaluated in a multidimensional framework encompassing health communication, ethical principles, individual autonomy, and digital health literacy. The research showed that the relationship between social media and medical aesthetics is shaped not only by individual preferences but also by social norms, cultural values, and digital interactions. Furthermore, it was determined that the participants' critical approaches toward social media content affected their trust levels and satisfaction expectations regarding aesthetic procedures. It was observed that visually intensive content contributed to the perception of aesthetic procedures as accessible and common healthcare practices. In this context, social media assumed not only an informative but also a guiding, shaping, and at times, pressurizing role. Based on the findings obtained, recommendations were developed for healthcare providers, social media users, regulatory institutions, and academic circles. As a result of the analysis, it was revealed that social media content transforms not only the desire to undergo aesthetic procedures but also body perception, the need for social acceptance, and digital trust relations. This qualitative study provided a current and multifaceted perspective on the impact of social media on individuals' health-related decision-making processes. Keywords: Social Media, Medical Aesthetics, Health Practices, Decision-Making Process.