Abstract
BACKGROUND: Considering the widespread use of social media, it is unsurprising that dentists are increasingly drawn to these platforms as a means of connecting with patients and sharing valuable insights. The aim of this research is to examine the influence of social media on the selection of dentists among residents of the Vojvodina province in the Republic of Serbia. METHODS: This cross-sectional study surveyed residents of Vojvodina, Serbia, aged 18 years and above, with an account on at least one social media platform. Dentists and dental students were excluded. The questionnaire was divided into three sections: sociodemographic information, social media usage habits, and the influence of social media on the selection of dentist/dental clinic. Descriptive statistics and chi-squared test were used for categorical variables. Binary logistic regression analysis was used to determine the associations between sociodemographic characteristics and the decision to select a dentist based on social media presence. RESULTS: In this study, 983 participants were involved, with the majority being female (79.5%) and aged between 18 and 25 years (46.7%). Over half of the respondents (60.3%) stated that they would not select dentists based on their social media profiles, with a significant difference across age groups (p < 0.001). The main advantage of social media was quick access to information (67.2%), while disadvantages included the promotion of harmful trends (62.4%) and concerns about credibility (55.4%). Binary logistic regression analysis revealed that age (95% CI: 1.144-2.983; p < 0.001) and educational level (95% CI: 0.472-0.891; p < 0.05) were significant predictors for selecting dentists based on their social media presence. CONCLUSION: Social networks do not play a crucial role in selection of a dentist among the residents of Vojvodina. Age and educational level were significant predictors for selecting dentists based on their social media presence.