INFLUENCE OF INSTAGRAM CONTENTS PROMOTING BRAZILIAN BUTT LIFT (BBL) SURGERY AMONG WOMEN IN NIGERIA

This study examines the influence of Instagram content promoting Brazilian Butt Lift (BBL) surgery among womenin Nigeria. The study investigates women's awareness and knowledge of BBL procedures, aftercare, and recovery, itfurther examines their perception of associated health risks and complications and determines the extent to whichInstagram content shapes acceptance and consideration of BBL surgery. The study is anchored Bandura's SocialCognitive Learning Theory which emphasizes observational learning by individuals and states the importance of rolemodels like peers, teachers or media figures in transmitting behaviours, knowledge and attitudes which developsexpectations of possible consequences of engaging in similar behavior. Using a cross sectional research design. Thepopulation comprised 4.4 million female Instagram users in Nigeria, from which a sample of 385 was drawn usingthe survey monkey sample size calculator. Data were collected through a structured questionnaire, with 380 responsesanalyzed descriptive statistics and presented in frequency tables based on a four-point Likert scale. Findings revealedthat respondents possessed a relatively high level of awareness regarding BBL preparation, recovery, and aftercare,alongside a strong perception of the procedure's health risks and complications. Furthermore, the study establishedthat Instagram content influences women's consideration and acceptance of BBL, with attractive before-and-afterpictures and influencer testimonials often overshadowing awareness of associated risks. This suggests that knowledgeof potential complications does not necessarily reduce the persuasive power of promotional content. The studyrecommends stronger media-literacy initiatives, balanced information from influencers and surgeons, and regulationof BBL-related promotional content to support informed decision-making among Nigerian women.