STM Journals Peer-reviewed research from Consortium e-Learning Network

Research and Reviews: A Journal of Dentistry Original Research

Impact of Social Media and Online Influencers on Parents’ Pediatric Dental Decisions: A Cross-Sectional Study

  1. Waseem Ramzan Department of Pediatric and Preventive Dentistry, Government Dental College and Hospital, Srinaga
  2. Nazia Lone Department of Pediatric and Preventive Dentistry, Government Dental College and Hospital, Srinagar
  3. Mohsin Siddiq Department of Pediatric and Preventive Dentistry, Government Dental College and Hospital, Srinagar

Abstract

Background: Social media has become a key source of health information for parents, but its role in shaping pediatric dental treatment decisions is poorly understood. Aim: To evaluate the influence of social media and online influencers on parents’ decisions regarding pediatric dental treatments. Methods: A cross-sectional survey was conducted among 240 parents of children aged 3–14 years in Kanpur, India. A total of 228 complete questionnaires were included for final analysis. A validated questionnaire was used to assess (i) social media exposure index (SMEI), (ii) influencer impact score (IIS), (iii) digital health literacy, and (iv) self-reported social media–influenced decisions (SMID). Descriptive statistics, chi-square, correlation, and multivariable logistic regression were applied. Results: Of 240 participants (response rate 95%), 228 questionnaires were complete for analysis. Mean age of parents was 34.8 ± 6.7 years; 62.7% mothers, 37.3% fathers. Overall, 46.9% reported that social media had influenced at least one pediatric dental treatment decision. Instagram (72.8%) and YouTube (61.8%) were the most used platforms for dental information. Parents with high SMEI scores (≥17) had nearly 3-fold higher odds of being influenced (AOR = 2.87, 95% CI: 1.64–5.03, p < 0.001). Similarly, parents with high IIS (≥15) were strongly associated with SMID (AOR = 3.21, 95% CI: 1.82–5.67, p < 0.001). Digital health literacy was protective: higher literacy scores were associated with lower odds of SMID (AOR = 0.71 per 1-point increase, 95% CI: 0.59–0.84, p < 0.001). Domains most influenced were esthetic treatments (38.1%) and early orthodontics (33.8%), while pulp therapy decisions were least affected (12.7%). Conclusion: Nearly half of Indian parents reported social media influence in pediatric dental decision-making, with esthetic and orthodontic treatments most affected. Dentists should recognize the role of influencers in parental choices and reinforce digital health literacy to counter misinformation.

Keywords

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