EXPLORING THE IMPACT OF SOCIAL MEDIA MARKETING CONTENTS CHARACTERISTICS AND PLATFORMS ON CUSTOMER PERCEPTIONS OF PLASTIC SURGERY SERVICE SELECTION IN THE THAI POPULATION

Abstract

This paper examines the impact of social media content and platform types on the Thai population's views and choices of plastic surgery services. Using a non-experimental approach, data from 117 respondents was collected via an online survey from three plastic surgery providers. The majority of participants were educated females, most of whom had undergone or were inclined towards surgeries like rhinoplasty and blepharoplasty. Facebook emerged as the preferred platform across demographics. "Before and After Photos" and "Surgical Procedure" content greatly influenced perceptions, emphasizing the need for visual and procedural clarity. Participants favored genuine and comprehensive information, highlighting the value of ethical marketing. This study underlines the importance of apt social media content and platform selection in shaping views on plastic surgery. Recommendations include enhancing content authenticity and optimizing platforms for different demographics, essential for service providers and policymakers in promoting informed decisions and ethical marketing in plastic surgery.