Exposure to and perception of dental advertisements on social media among adults in Saudi Arabia: A cross-sectional online survey
Arwa Ameen Talakey, AlBandary Hassan AlJameel, Abrar Abdullah Tounsi, Shada Hamad Alfurayh, Reem Ibrahim AlduweeshAim
Social media platforms, as leading digital channels for dental advertisements, may modify perceptions of the dentistry profession. We aimed to investigate exposure to dental advertisements on social media among adults residing in Saudi Arabia and their ethical perceptions of such advertisements.
Methods
In this cross-sectional study, a questionnaire was developed, validated in terms of content and face validity, and pilot tested before data collection. The questionnaire comprised three main sections: sociodemographics, exposure to dental advertisements on social media, and ethical perceptions of dental advertisements. The questionnaire was distributed through social media platforms; therefore, convenience online sampling was adopted. Data were analyzed using descriptive statistics and a chi-square test or Fisher’s exact test for between-sex comparisons.
Results
Of 752 adults included in the analysis, >60% of participants of both sexes reported that “Snapchat” was the most frequent social media platform displaying dental advertisements, 70% expressed unwillingness to visit a dental clinic and 60.5% expressed unwillingness to purchase or use a dental product only because it was advertised by social media influencers. Most participants (88.6%) preferred that all dental advertisements follow regulations and guidelines to ensure ethical and credible advertising.
Conclusion
Social media is widely used for dental advertising in Saudi Arabia. An advertisement from an influencer would not make participants more willing to visit a dental clinic or purchase or use a dental product, and the participants preferred dental advertisements to be regulated and monitored. However, causal effects were not established, and the findings may not represent the wider population of Saudi Arabia.