The role of social media in patient decision-making in choosing dental bleaching treatments.

This study aimed to explore the role of social media in influencing patient decisions regarding dental bleaching treatments, examining how online content affects perceptions, attitudes and expectations. This qualitative study involved semi-structured interviews with participants who have either undergone dental bleaching or considered it. Patients were recruited from multiple dental practices in the Netherlands, the researcher's personal network and via social media pages. The individual interviews focused on understanding patient interactions with social media related to dental bleaching. Data were analyzed using conventional content analysis. A total of 16 interviews were conducted, including 10 males and six females. 18 themes were identified across five categories: social media usage, decision factors for dental bleaching, potential risks of dental bleaching, the role of dentists in social media and the credibility of social media as an information source. Social media exposure to dental bleaching advertisements was often passive via algorithms rather than through active searches. Such content was often met with skepticism regarding authenticity and commercial motives. Most participants reported that social media had a minimal influence on their decision-making for dental bleaching, however, many also agreed that social media promote beauty standards that could indirectly influence cosmetic treatment decisions. Dental professionals remained the most trusted source of information. Social media play a complex role in influencing decisions about dental bleaching. Dental professionals have an increasingly important responsibility in providing credible and professionally supported dental health information, allowing patients to make informed decisions about their dental health.