EVALUATION OF THE INFLUENCE OF SOCIAL MEDIA IN THE SEARCH FOR FACIAL AESTHETIC PROCEDURES

Abstract

According to recent studies published by the American Academy of Facial Plastic and Reconstructive Surgery, the number of facial aesthetic procedures in 2019 increased by around 72% and this fact may be directly related to the popularity of selfies and digital media. Therefore, the objective of this study was to evaluate the influence of social networks in the search for facial aesthetic procedures. This research is a descriptive and cross-sectional study, segmented into two arms: In the first stage of the research, a survey was carried out in the databases of the Brazilian Society of Plastic Surgery and the International Society of Aesthetic Plastic Surgery to estimate the number of facial aesthetic procedures performed between 2014 and 2020, worldwide and in Brazil. In the second stage of the study, the use of terms referring to facial aesthetic procedures was observed, namely: Botulinum Toxin, Hyaluronic Acid, Calcium Hydroxyapatite, Poly-L-lactic Acid, Rhinoplasty and Facelift. After that, using a statistical program, an analysis was carried out to measure the relationship between the number of facial aesthetic procedures performed from 2014 to 2020 and the search for procedures on Google Trends, worldwide and in Brazil. After this analysis, it was found that in relation to global data there is a strong positive correlation between the elements, but not significant, and in relation to data from Brazil, it was noticed that there is a weak positive correlation, but also not significant. With this, it is concluded that although there is a relationship between these variables, it is not significant to the point of stating that one depends on the other or that they grow in the same proportion, that is, we cannot guarantee that the number of procedures grows in the same proportion. as the search on social networks and the search for terms on the internet increases.