Factors Motivating Lebanese Consumers’ Intention to Undergo Plastic Surgery
KAAKOUR, S., JAMAL, H. (2024). Factors Motivating Lebanese Consumers’ Intention to Undergo Plastic Surgery. EKB Journal Management System, 1(1), 483-526. doi: 10.21608/abs.2024.295974.1001
Soumaya KAAKOUR; HALA JAMAL. "Factors Motivating Lebanese Consumers’ Intention to Undergo Plastic Surgery". EKB Journal Management System, 1, 1, 2024, 483-526. doi: 10.21608/abs.2024.295974.1001
KAAKOUR, S., JAMAL, H. (2024). 'Factors Motivating Lebanese Consumers’ Intention to Undergo Plastic Surgery', EKB Journal Management System, 1(1), pp. 483-526. doi: 10.21608/abs.2024.295974.1001
KAAKOUR, S., JAMAL, H. Factors Motivating Lebanese Consumers’ Intention to Undergo Plastic Surgery. EKB Journal Management System, 2024; 1(1): 483-526. doi: 10.21608/abs.2024.295974.1001

Factors Motivating Lebanese Consumers’ Intention to Undergo Plastic Surgery

مجلة بحوث الأعمال
Volume 1, Issue 1, July 2024, Page 483-526  XML PDF (749.53 K)
Document Type: المقالة الأصلية
DOI: 10.21608/abs.2024.295974.1001
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Authors
Soumaya KAAKOUR email orcid ; HALA JAMAL
BEIRUT ARAB UNIVERSITY
Abstract
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.
Keywords
Factors; Social Media; Cosmetic surgery; Plastic surgery
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