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This study aims to investigate the prevalence of cosmetic surgery and its relationship with the level of mental health and socioeconomic variables in Sulaymaniyah city in Iraq.

This descriptive-analytical and cross-sectional study was conducted on 941 subjects who were selected using multistage sampling method. Data were collected using a checklist as well as a questionnaire. Data analysis was done using chi-square test and multiple logistic regression model using Stata software version 20.

The prevalence of cosmetic surgery was 13.4% (female: 17.5%; male: 8.2%). The most common types of cosmetic surgery were rhinoplasty (7.6%) in women and hair transplant (5.5%) in men. Overall, rhinoplasty (7.6%) was the most common type of cosmetic surgery among both groups. In total, the prevalence of having symptoms of mental disorders was 34.5% and it was significantly higher among people with a history of cosmetic surgery (65.1%) than those without any experience of having cosmetic surgery (29.8%) (p < 0.001). Being female (odds ratio [OR] = 2.07; 95% confidence interval [CI]: 1.33–3.22), having mild symptoms of mental disorders (OR = 2.76; 95% CI: 1.71–4.47) and having moderate or severe symptoms of mental disorders (OR = 7.48; 95% CI: 4.60–12.29) were among the important variables that could affect performing cosmetic surgery.

The prevalence of cosmetic surgery in Sulaymaniyah is high, and based on the findings of this study, gender and mental health status are effective factors in this regard. Designing targeted interventions is suggested with an emphasis on the findings of this study to reduce the rate of cosmetic surgeries.

The purpose of this study is to assess the factors that motivate young people’s intention to undergo cosmetic surgery in Vietnam.

This study applies Ajzen’s theory of planned behavior as a research model. The study is based on a quantitative method that applied exploratory factor analysis.

In total, 412 valid responses are used for the statistical analysis. The results confirm that subjective norm (SN), attitude toward cosmetic surgery and perceived behavioral control (PBC) are the main factors that motivate young people’s intention to undergo cosmetic surgery.

The results show the positive relationship between attitude toward cosmetic surgery, SN, PBC and intention to undergo cosmetic surgery in Vietnam.

As the cosmetic surgery industry grows and diversifies, societal beauty standards have shifted to include images of surgically enhanced bodies. With the increased use of influencer marketing, it is important for marketers to understand consumer perceptions of these modified appearances. This paper aims to use the lens of perceived morality (PM) to investigate consumer perceptions of cosmetic surgery services and the effect of enhanced body appearance on consumer interest in an endorsed brand. Interpersonal similarity (IS) is tested as a boundary condition.

A mixed-methods approach was taken with a qualitative study and two online experiments. Participants were recruited through snowball sampling (NStudy 1 = 133) and Amazon Mechanical Turk (NStudy 2 = 202; NStudy 3 = 270).

The themes uncovered in the qualitative study revealed that cosmetic surgery services were acceptable when internally motivated but may signal inauthenticity. The findings of Study 2 suggested consumer interest in an endorsed brand was negatively impacted by body enhancement (BE), with PM as the underlying mechanism. Study 3 results demonstrated IS moderated this effect. The indirect effect was significant only for those low in IS.

This research contributes to the underexplored area of cosmetic surgery services and its role in influencer marketing. The findings extend the literature on consumer attitudes and perceptions toward these services and provides insight into the intersection of BE and morality. The contribution is notable, as marketers increasing rely on social media influencers, many of whom have undergone cosmetic surgery services and enhanced their body appearance, to promote their brands.

The purpose of this paper is to measure attitudes towards cosmetic surgery services among women and to determine the potential segments of women according to their attitudes towards cosmetic surgery services and discover the main differences among them.

The research was implemented on a sample of 258 women in Slovenia. A quota sample was chosen for this research following the age characteristics of the Slovenian female population. The data collection method used was personal interviews. Convergent validity for the attitudes towards cosmetic surgery services was assessed with exploratory factor analysis. The segmentation analysis procedure was implemented in two phases. First, hierarchical clustering with Ward’s method was deployed, and in the second step K-means cluster analysis was used.

The results show that four clusters were clearly distinctive according to three dimensions, namely, intrapersonal, social and consider component. In further analysis, four segments of women were analysed regarding the fear of ageing, the importance of appearance, body image and self-esteem. Results show that all four segments are unique and distinguish one from another.

Through segmentation analysis, authors of this study indicate two segments (target groups) that are possibly interesting for providers of cosmetic services. Marketing communication activities should mainly be focussed on the woman’s appearance.

Based on a theoretical hypothesis and use a quantitative method, the aim of this paper is to provide a deeper analysis and understanding of attitudes and views of different woman profile regarding cosmetic surgeries. It presents a more structured view on differences that exist among segments of female consumers while also adding new insights into the factors that influence attitudes towards cosmetic procedures.

This paper discusses how netnography can be applied in order to conduct covert research on sensitive research topics. An analysis of a Danish internet message board on cosmetic surgery illustrates suggestions concerning modifications of netnography guidelines.

Owing to the relevance of studying sensitive research topics – in particular when access to informants is difficult – netnography has been applied in an analysis of cross consumer online‐communication about cosmetic surgery on a Danish internet message board. Methodological stages and procedures including entreé, data collection, analysis and interpretation have been followed. In terms of research ethics and member checks, however, the suggested guidelines have been modified.

Empirical findings verify that consumers use internet message boards in order to exchange information and advice about cosmetic surgery. Especially the opportunity to masquerade and to cover their identities allows them to express attitudes, opinions, and experiences freely – and hence to study these in order gain deeper insights into consumption motives, concerns, and experiences.

The paper suggests that netnography is a suitable methodology for the study of sensitive research topics, enabling the researcher in an unobtrusive and covert way to gain deeper insights into consumers' opinions, motives, and concerns. Based on a discussion of netnography's position in between discourse analysis, content analysis and ethnography, it is argued for the legitimacy of covert research, including a revision of existing guidelines for research ethics with regard to informed consent when conducting netnography.

This chapter examines the surgical body modification experiences of transgender and cisgender people in the United States. It analyzes how surgery consumers with different gendered histories pursue “enhanced” embodiment. Both cisgender and transgender people obtain similar surgeries, but their procedures are differently regulated. Based on 40 in-depth interviews, this chapter compares the presurgical and postsurgical experiences of transgender and cisgender people. The findings show that cisgender and transgender people felt similarly about their bodies before surgery and reported corresponding cosmetic and psychological motivations for surgery. Both groups also had comparable postsurgical outcomes and used surgery to actualize a more desirable gendered embodiment. Ultimately, surgery resulted in changed gendered embodiment that enhanced the self for both groups. It could be psychologically transformative for cisgender people and provide more of a cosmetic effect for transgender people. These findings complicate disparate regulations of transgender and cisgender surgeries. They highlight surgeries as body technologies that enhance gendered embodiment allowing both cisgender and transgender consumers to articulate gendered concepts of the self.

The purpose of this paper is to investigate how customer relationship marketing (CRM) activities are utilized by plastic surgery providers to encourage the sale of non-surgical cosmetic procedures (such as Botox). These procedures are considered to be an important gateway for future, more invasive (and profitable) services. As a result, the techniques used to build relationships with clients may be unethical, as they prioritize increased financial performance and profitability over customer well-being.

Conceptual models are presented that compare and contrast the CRM activities, mediators and expected outcomes for plastic surgery providers, motivated primarily by profit, with those primarily motivated by mutual betterment.

It is suggested that when accompanied by sales promotions, problem augmentation – an approach used by plastic surgeons to broaden the scope of a patient’s aesthetic problem to other areas of concern – may generate increased sales in the short term, but reduce the opportunity of positive word-of-mouth to recruit new clients.

This paper applies relationship marketing to a novel context to demonstrate how practices to retain and improve clients may harm their well-being and commoditize the service, unless mutual betterment is a key objective.

The purpose of this study is to propose a conceptual framework of beautification/modification services, to introduce the special issue on the topic “Mirror, Mirror on the Wall! Examining the Bright and Dark Side of Face and Body Beautification/Modification Services” and to provide a future research agenda.

Building on the available literature, the authors developed the “Nip and Tuck” service framework of beautification/modification services depicting the motives, benefits and outcomes while it identifies current industry trends.

The authors explore the antecedents and consequences (positive and negative) of consuming face and body beautification/modification services and integrate these in the “Nip and Tuck” service framework. In the framework, the authors acknowledge the critical role of new technologies such as augmented reality apps and the internet in enabling and transforming beautification/modification services into commodities. The framework also identifies the benefits consumers seek and derive from these services while it recognizes current trends that shape the industry. The authors conclude with a set of future research directions that arise from the framework and the papers in the special issue.

The attained insights are useful to managers of beautification and modification services seeking to understand and satisfy their customers’ needs while securing their well-being.

Understanding the role of beautification and modification services in consumers’ well-being is essential for business managers and policymakers.

The authors propose a novel, “Nip and Tuck” framework of face and body beautification/modification services and its key antecedents and consequences while considering both their bright and dark sides.

The purpose of this paper is to explore the demand-side factors that influence the inbound medical tourists’ (MTs) decision to travel abroad for medical treatment/surgery.

The researchers conducted thematic analysis of in-depth interviews in India with 24 foreign MTs’ to generate the themes, identify factors and propose a model with hypothesis for future quantitative survey.

The findings conclude that patients ranked in ascending order less waiting time for surgery, healthcare quality and accreditation, staff/surgeons expertise, healthcare information, hospital facilities and services, patient safety, travel risk, surgical costs and holiday opportunity as important factors that influence the decision to travel abroad for medical treatment/surgery.

Foreign patients from six private hospitals were willing to be interviewed with the permission of the hospital. Due to confidentiality and privacy policy, many hospitals declined interviews with foreign patients.

The findings are generalised in case of foreign patients as MTs and all private hospitals treating foreign patients in India and other global healthcare destinations. Policy implications suggest that private hospitals in developing countries need to provide first-class quality of healthcare as foreign patients look for internationally accredited quality, no waiting time, patient safety, qualified and experienced surgeons, healthcare workers education and experience hospital facilities and post-surgery care with positive healthcare outcomes.

There is little empirical research on the views of inbound MTs, about factors influencing their decision to travel abroad for surgery to India.

A key driver in the medical tourism phenomenon is the platform provided by the internet for gaining access to healthcare information and advertising. Given the pivotal role of web‐based resources, there are important questions about their role and function including: the availability and types of information provided; information provenance and reliability; and privacy protection. This paper aims to address these questions.

The paper provides the first systematic review of medical tourism sites, interrogating them for the range and quality of advice on seeking care.

A typology of sites (industry, media, professional, and consumer sites) was identified and quantitative and qualitative assessment tools were used to explore the content of information and materials.

In light of this review, the paper comments on the nature of medical tourism information available and the extent to which information asymmetry – rife in the market for healthcare – is alleviated allowing for the better functioning of the market for medical tourism.