Impacto das redes sociais na percepção de pacientes de cirurgias plásticas do Hospital Universitário Professor Edgard Santos.

Abstract

Plastic surgery, initially aimed at correcting deformities, has expanded to include aesthetic procedures and has become increasingly influenced by social media, which can affect patients’ self-image, expectations, and decision-making. The aim of this study was to evaluate the influence of social media on plastic surgery patients treated at Professor Edgard Santos University Hospital, in Salvador, Bahia, analyzing its interference in body perception, procedure choice, and aesthetic expectations. This was an observational, cross-sectional, exploratory-descriptive study with a quantitative approach, conducted with 93 patients in the pre- or postoperative period, using a questionnaire applied between November and December 2025. Data were analyzed using descriptive statistics and nonparametric tests. The sample was predominantly female, with a mean age of 43 years, and mammoplasty was the most frequent procedure. Daily use of social media was high and predominantly passive, with wide exposure to edited images and “before-and-after” content. Although a significant proportion of participants reported that social media influenced their decision, sense of security, and expectations regarding surgery, there was no statistically significant association between time spent on social media or perceived social media influence and personal expectations of aesthetic improvement, which remained high and homogeneous across groups. It is concluded that, despite the influence of social media on perceptions and behaviors, patients’ aesthetic expectations remain high regardless of digital exposure, highlighting the central role of the medical consultation in clarifying and aligning expectations.