{"title":"How cosmetic surgeons portray cosmetic procedures through Instagram? A content analysis on cosmetic surgeons' posts on Instagram.","authors":"Maryam Tootoonchi Tabrizi, Sevgi Ayşe Öztürk","doi":"10.1080/07359683.2021.1993115","DOIUrl":null,"url":null,"abstract":"<p><p>The present study intends to explore the visual and textual content of posts cosmetic surgeons shared on Instagram pages in order to present their cosmetic surgical or non-surgical procedures. To do so, this study employed a qualitative approach using textual and visual content analysis on 200 Instagram posts shared by cosmetic surgeons. The results demonstrated that the content of analyzed posts can be categorized as 12 sub-themes which are clustered around four main themes; \"You have got some body imperfections,\" \"Body imperfections are worrisome,\" \"Cosmetic procedure is the solution; we provide it for you\" and \"It's not a real surgery!.\"</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":"39 1","pages":"43-60"},"PeriodicalIF":0.0000,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Health Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/07359683.2021.1993115","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2021/10/23 0:00:00","PubModel":"Epub","JCR":"Q3","JCRName":"Health Professions","Score":null,"Total":0}
引用次数: 3
Abstract
The present study intends to explore the visual and textual content of posts cosmetic surgeons shared on Instagram pages in order to present their cosmetic surgical or non-surgical procedures. To do so, this study employed a qualitative approach using textual and visual content analysis on 200 Instagram posts shared by cosmetic surgeons. The results demonstrated that the content of analyzed posts can be categorized as 12 sub-themes which are clustered around four main themes; "You have got some body imperfections," "Body imperfections are worrisome," "Cosmetic procedure is the solution; we provide it for you" and "It's not a real surgery!."
期刊介绍：
Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.
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