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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!.”

How cosmetic surgeons portray cosmetic procedures through Instagram? A content analysis on cosmetic surgeons’ posts on Instagram