Purpose: The purpose of the research is to explore the role of social media in attracting international patients for cosmetic services in South Korea during the COVID-19 pandemic. The study aims to conceptualize social media as an effective marketing tool for minimizing perceived risks associated with cosmetic services and increasing patient satisfaction.Methods: The study validated proposed hypotheses using the PROCESS macro for SPSS with overseas patients who received cosmetic treatment in private Korean plastic surgery clinics in Busan.Results: This study found that information delivery capability reduced perceived risk and contributed to patient satisfaction, while communication capability did not show any significant relationship with perceived risk and satisfaction. In addition, information delivery capability had a significant direct effect on patient satisfaction, but communication capability did not.Conclusion: It is expected that the outcomes of this study will broaden our understanding of the use of social media in reducing perceived risk and increasing satisfaction.
UGLI et al. (Fri,) studied this question.