Abstract
BACKGROUND: Social media has become a major global force shaping beauty standards and aesthetic preferences. Although cosmetic procedures are increasingly normalized in Syria, the role of social media in influencing individuals' decisions to pursue these interventions remains underexplored. OBJECTIVES: The aim of the authors of this study is to assess the influence of social media on attitudes and decision making regarding cosmetic procedures among the Syrian population, and to identify key demographic, psychological, and behavioral factors associated with this influence in the context of Syria's unique sociocultural and economic landscape. METHODS: A cross-sectional study was conducted among 2605 participants using both online and paper-based questionnaires. The survey assessed demographics, attitudes toward cosmetic procedures, social media usage patterns, and the influence of influencers and digital content. Statistical analysis identified associations between digital exposure and procedural interest. RESULTS: Participants spending >5 h daily on social media were significantly more likely to consider cosmetic procedures. Following a higher number of fashion influencers was strongly associated with appearance dissatisfaction and desire for cosmetic enhancements. Although 76% of participants accepted cosmetic procedures as socially valid, only 19% verified practitioner credentials, and 73% expressed distrust toward influencer promotions. Younger, female, and university-educated individuals were more susceptible to digital influence. CONCLUSIONS: Social media plays a substantial role in shaping cosmetic interests in Syria. These findings support the need for targeted strategies, including body image screening tools, media literacy programs, ethical advertising regulations, and transparent medical verification systems to promote informed and safe cosmetic decisions.