Teaching and Research Project: Social Media and Motivation for Minimally Invasive Cosmetic Procedures

The study combined two methodological approaches, each carried out by a team of seven students: First, 35 Instagram videos, including 1,315 associated comments, were analyzed using Schulz von Thun’s communication model. Second, nine semi-structured interviews were conducted with individuals who had already undergone a procedure or were seriously considering it. The analysis followed the Theory of Planned Behavior, which includes the components of attitude, subjective norm, and perceived behavioral control. 

Content creators communicated primarily at the factual and appeal levels. In the comments, positive feedback (43%) outweighed negative reactions (26%), and videos with calls to action generated a high level of engagement. In the interviews, participants expressed little trust in social media as a source of information and emphasized that professional advice was a much more important basis for decision-making. Nevertheless, it became clear that social media influences all key components of the theory of planned behavior. In particular, the shift in social norms was a recurring theme: Constant exposure to content from influencers who have undergone cosmetic procedures themselves—and who sometimes take their followers along on their transformation journey—has shifted what is perceived as “normal.” One participant described the shift this way: “It went very quickly from ‘Oh my God, she’s had her lips done’ to ‘Of course she’s had that done.’”

The findings suggest that social media influences minimally invasive procedures less through direct persuasion. Rather, such treatments are gradually normalized in everyday digital life as they become more visible and the idea of undergoing them becomes more conceivable.  Overall, social media emerged as a gateway but not as a basis for decision-making. Thus, the findings support regulatory measures, such as the aforementioned ruling by the Federal Court of Justice. At the same time, they highlight the importance of measures to promote digital health literacy so that young adults can critically distinguish between medical information and advertising.

From Teaching-Research Project to Submitted Publication

The entire research process, from conception to data analysis, was independently carried out by the students in 2025 as part of the elective course “Digital Health Communication” under the supervision of Prof. Dockweiler in the Master’s program in Digital Public Health. After completing the course, four students took the initiative to delve deeper into the analyses and revise their Graded Assessment into a publishable paper. This paper has since been submitted; the peer-review process is still underway, and publication is pending.