Instagram上与整形手术相关的主题标签使用情况：对教育和营销的启示

Plastic Surgery-Related Hashtag Utilization on Instagram: Implications for Education and Marketing.

作者信息

Dorfman Robert G, Vaca Elbert E, Mahmood Eitezaz, Fine Neil A, Schierle Clark F

机构信息

Division of Plastic and Reconstructive Surgery, Northwestern Memorial Hospital, Chicago, IL.

出版信息

Aesthet Surg J. 2018 Feb 15;38(3):332-338. doi: 10.1093/asj/sjx120.

DOI:10.1093/asj/sjx120

PMID:29040378

Abstract

BACKGROUND

Recent data suggest patients are seeking aesthetic surgery to improve their appearance on Instagram and other social media. Despite the rising influence of Instagram in plastic surgery, few academic publications address Instagram, let alone evaluate its utilization in plastic surgery.

OBJECTIVES

We set out to answer the following three questions: 1) what plastic surgery-related content is being posted to Instagram; 2) who is posting this content; and 3) what specific hashtags are they using?

METHODS

Our study queried 21 Instagram plastic surgery-related hashtags. Content analysis was used to qualitatively evaluate each of the nine "top" posts associated with each hashtag (189 posts). Duplicate posts and those not relevant to plastic surgery were excluded.

RESULTS

A total of 1,789,270 posts utilized the 21 hashtags sampled in this study. Of the top 189 posts for these 21 queried hashtags, 163 posts met inclusion criteria. Plastic surgeons eligible for membership in American Society for Aesthetic Plastic Surgery (ASAPS) accounted for only 17.8% of top posts, whereas noneligible physicians accounted for 26.4%. All nonplastic surgery trained physicians marketed themselves as "cosmetic surgeons." Nine top posts (5.5%) were by nonphysicians, including dentists, spas with no associated physician, and a hair salon. The majority of these posts were self-promotional (67.1%) as opposed to educational (32.9%). Board-certified plastic surgeons were significantly more likely to post educational content to Instagram as compared to nonplastic surgeons (62.1% vs 38.1%, P = 0.02).

CONCLUSIONS

ASAPS eligible board-certified plastic surgeons are underrepresented amongst physicians posting top plastic surgery-related content to Instagram.

摘要

背景

近期数据表明，患者在Instagram和其他社交媒体上寻求美容手术以改善外貌。尽管Instagram在整形手术中的影响力不断上升，但很少有学术出版物提及Instagram，更不用说评估其在整形手术中的应用了。

目的

我们着手回答以下三个问题：1）Instagram上发布了哪些与整形手术相关的内容；2）谁在发布这些内容；3）他们使用了哪些特定的主题标签？

方法

我们的研究查询了21个与Instagram整形手术相关的主题标签。采用内容分析法对与每个主题标签相关的九个“热门”帖子（共189个帖子）进行定性评估。排除重复帖子和与整形手术无关的帖子。

结果

共有1,789,270个帖子使用了本研究中抽样的21个主题标签。在这21个查询主题标签的前189个帖子中，有163个帖子符合纳入标准。符合美国美容整形外科学会（ASAPS）会员资格的整形外科医生仅占热门帖子的17.8%，而不符合资格的医生占26.4%。所有未经整形手术培训的医生都将自己宣传为“整容外科医生”。九个热门帖子（5.5%）由非医生发布，包括牙医、无相关医生的水疗中心和一家美发沙龙。这些帖子中的大多数是自我推销性质的（67.1%），而非教育性质的（32.9%）。与非整形外科医生相比，获得委员会认证的整形外科医生在Instagram上发布教育内容的可能性显著更高（62.1%对38.1%，P = 0.02）。