{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,5]],"date-time":"2026-06-05T03:49:48Z","timestamp":1780631388439,"version":"3.54.1"},"reference-count":31,"publisher":"MDPI AG","issue":"8","license":[{"start":{"date-parts":[[2021,4,20]],"date-time":"2021-04-20T00:00:00Z","timestamp":1618876800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/100014440","name":"Ministerio de Ciencia, Innovaci\u00f3n y Universidades","doi-asserted-by":"publisher","award":["RTI2018-093303-B-I00"],"award-info":[{"award-number":["RTI2018-093303-B-I00"]}],"id":[{"id":"10.13039\/100014440","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100016970","name":"Consejer\u00eda de Econom\u00eda, Conocimiento, Empresas y Universidad, Junta de Andaluc\u00eda","doi-asserted-by":"publisher","award":["P18-RT-756"],"award-info":[{"award-number":["P18-RT-756"]}],"id":[{"id":"10.13039\/100016970","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IJERPH"],"abstract":"<jats:p>The current media environment is complex and has important effects on all aspects of life, including beauty and health. In this sense, YouTube has become one of the main contexts for the dissemination of tutorials and content related to medical procedures such as the application of Botox. Thus, the present study constitutes the first exploratory analysis of YouTube videos in Spanish related to this procedure. A preliminary analysis of 221 YouTube videos yielded a final sample of the 50 most viewed videos within this genre. The analysis was carried out through a quantitative content analysis assessing the popularity of the videos, contact and emotive strategies by the creator, the credibility conveyed, and the characteristics of information about the procedure itself. Results suggest that these influencers align with mainstream Internet celebrity culture in practices that aim at increasing their following and views, as well as calls for subscriptions and visits to other platforms and profiles. Moreover, they include different strategies to establish their credibility but emphasize personal experience. The positive portrayal of the procedure, including positive emotions and content that highlights the benefits, is interesting and supports the commercial nature of much of the content.<\/jats:p>","DOI":"10.3390\/ijerph18084359","type":"journal-article","created":{"date-parts":[[2021,4,20]],"date-time":"2021-04-20T13:58:04Z","timestamp":1618927084000},"page":"4359","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":15,"title":["\u2018How to Botox\u2019 on YouTube: Influence and Beauty Procedures in the Era of User-Generated Content"],"prefix":"10.3390","volume":"18","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3711-1519","authenticated-orcid":false,"given":"B\u00e1rbara","family":"Castillo-Abdul","sequence":"first","affiliation":[{"name":"Department of Communication, Rey Juan Carlos University, 28942 Madrid, Spain"},{"name":"ESAI Business School, University Espiritu Santo, Samborondon 092301, Ecuador"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8372-0107","authenticated-orcid":false,"given":"Daniela","family":"Jaramillo-Dent","sequence":"additional","affiliation":[{"name":"Department of Education, University of Huelva, 21007 Huelva, Spain"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-3924-1517","authenticated-orcid":false,"given":"Luis M.","family":"Romero-Rodr\u00edguez","sequence":"additional","affiliation":[{"name":"Department of Communication, Rey Juan Carlos University, 28942 Madrid, Spain"},{"name":"Faculty of Communication &amp; Arts, Nebrija University, 28015 Madrid, Spain"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2021,4,20]]},"reference":[{"key":"ref_1","unstructured":"Marshall, P.D., and Redmond, S. (2016). You may know me from YouTube: Micro-celebrity in social media. A Companion to Celebrity, Wiley Blackwell."},{"key":"ref_2","first-page":"2","article-title":"Communication Processes in Participatory Websites","volume":"18","author":"Walther","year":"2012","journal-title":"J. Comput. Commun."},{"key":"ref_3","unstructured":"(2020, August 24). YouTube Press. Available online: https:\/\/bit.ly\/32njA0x."},{"key":"ref_4","doi-asserted-by":"crossref","unstructured":"Abidin, C. (2018). Internet Celebrity: Understanding Fame Online, Emerald Publishing.","DOI":"10.1108\/9781787560765"},{"key":"ref_5","doi-asserted-by":"crossref","unstructured":"Hartley, J., Burgess, J., and Bruns, A. (2013). Microcelebrity and the branded self. A Companion to New Media Dynamics, Blackwell Publishing.","DOI":"10.1002\/9781118321607"},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"1466","DOI":"10.1097\/DSS.0000000000001242","article-title":"YouTube Videos on Botulinum Toxin A for Wrinkles: A Useful Resource for Patient Education","volume":"43","author":"Wong","year":"2017","journal-title":"Dermatol. Surg."},{"key":"ref_7","doi-asserted-by":"crossref","unstructured":"Hunsinger, J., Allen, M.M., and Klastrup, L. (2019). Science and Medicine on YouTube. Second International Handbook of Internet Research, Springer.","DOI":"10.1007\/978-94-024-1202-4"},{"key":"ref_8","doi-asserted-by":"crossref","first-page":"933","DOI":"10.1080\/10410236.2014.913220","article-title":"What Do Social Media Say About Makeovers? A Content Analysis of Cosmetic Surgery Videos and Viewers\u2019 Responses on YouTube","volume":"30","author":"Wen","year":"2014","journal-title":"Health Commun."},{"key":"ref_9","unstructured":"Statista (2020, August 24). Most Popular Social Networks Worldwide as of July 2020, Ranked by Number of Active Users. Available online: https:\/\/bit.ly\/2Rn5vtG."},{"key":"ref_10","unstructured":"Burgess, J., and Green, J. (2018). YouTube: Online Video and Participatory Culture, Polity Press. [2nd ed.]."},{"key":"ref_11","doi-asserted-by":"crossref","first-page":"360","DOI":"10.1504\/IJWBC.2016.080810","article-title":"The digital media phenomenon of YouTube beauty gurus: The case of Bubzbeauty","volume":"12","author":"Rapp","year":"2016","journal-title":"Int. J. Web Based Communities"},{"key":"ref_12","first-page":"37","article-title":"Factors Influencing Consumer\u2019s Purchase Intention on Beauty Products in Youtube","volume":"18","author":"Rosara","year":"2020","journal-title":"J. Dist. Sci."},{"key":"ref_13","unstructured":"(2020, August 10). Forbes. Available online: https:\/\/bit.ly\/32pdOvf."},{"key":"ref_14","doi-asserted-by":"crossref","unstructured":"Berkowitz, D. (2017). Botox Nation: Changing the Face of America, NYU Press.","DOI":"10.2307\/j.ctt1bj4r9r"},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"2481","DOI":"10.1001\/jama.298.21.2482","article-title":"YouTube as a Source of Information on Immunization: A Content Analysis","volume":"298","author":"Keelan","year":"2007","journal-title":"JAMA"},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"67","DOI":"10.4258\/hir.2015.21.2.67","article-title":"Health and Social Media: Perfect Storm of Information","volume":"21","author":"Bau","year":"2015","journal-title":"Health Inform. Res."},{"key":"ref_17","doi-asserted-by":"crossref","first-page":"e30","DOI":"10.2196\/jmir.2237","article-title":"Misleading Health-Related Information Promoted Through Video-Based Social Media: Anorexia on YouTube","volume":"15","author":"Jian","year":"2013","journal-title":"J. Med. Internet Res."},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"e002604","DOI":"10.1136\/bmjgh-2020-002604","article-title":"YouTube as a source of information on COVID-19: A pandemic of misinformation?","volume":"5","author":"Li","year":"2020","journal-title":"BMJ Glob. Health"},{"key":"ref_19","doi-asserted-by":"crossref","first-page":"935","DOI":"10.1080\/17441692.2020.1761426","article-title":"YouTube as a source of medical information on the novel coronavirus 2019 disease (COVID-19) pandemic","volume":"15","author":"Strand","year":"2020","journal-title":"Glob. Public Health"},{"key":"ref_20","doi-asserted-by":"crossref","unstructured":"Hern\u00e1ndez-Garc\u00eda, I., and Gim\u00e9nez-J\u00falvez, T. (2020). Characteristics of YouTube Videos in Spanish on How to Prevent COVID-19. Int. J. Environ. Res. Public Health, 17.","DOI":"10.3390\/ijerph17134671"},{"key":"ref_21","doi-asserted-by":"crossref","first-page":"NP437","DOI":"10.1093\/asj\/sjz183","article-title":"The Influence of Popular Online Beauty Content Creators on Lip Fillers","volume":"39","author":"Ward","year":"2019","journal-title":"Aesthetic Surg. J."},{"key":"ref_22","first-page":"473","article-title":"Quality and reliability of the information on YouTube Videos about Botox injection on spasticity","volume":"33","author":"Atci","year":"2019","journal-title":"Rom. Neurosurg."},{"key":"ref_23","doi-asserted-by":"crossref","first-page":"154","DOI":"10.1177\/2292550318767432","article-title":"\u201cSaving Face\u201d: An Online Study of the Injecting Use of DIY Botox and Dermal Filler Kits","volume":"26","author":"Brennan","year":"2018","journal-title":"Plast. Surg."},{"key":"ref_24","doi-asserted-by":"crossref","first-page":"39","DOI":"10.1016\/j.jormas.2020.04.009","article-title":"Are YouTube\u2122 videos a reliable source of information about genioplasty?","volume":"122","author":"Ayranci","year":"2021","journal-title":"J. Stomatol. Oral Maxillofac. Surg."},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"e2586","DOI":"10.1097\/GOX.0000000000002586","article-title":"Plastic Surgery on YouTube","volume":"8","author":"AlMarghoub","year":"2020","journal-title":"Plast. Reconstr. Surg. Glob. Open"},{"key":"ref_26","doi-asserted-by":"crossref","unstructured":"Casula, M., Rangarajan, N., and Shields, P. (2020). The potential of working hypotheses for deductive exploratory research. Qual. Quant., 1\u201323.","DOI":"10.1007\/s11135-020-01072-9"},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"496","DOI":"10.1177\/1354856517721807","article-title":"The case of the top Spanish YouTubers: Emerging media subjects and discourse practices in the new media ecology","volume":"25","author":"Scolari","year":"2017","journal-title":"Converg. Int. J. Res. New Media Technol."},{"key":"ref_28","doi-asserted-by":"crossref","first-page":"52","DOI":"10.1080\/15398285.2016.1167580","article-title":"The Health-Related Uses and Gratifications of YouTube: Motive, Cognitive Involvement, Online Activity, and Sense of Empowerment","volume":"20","author":"Park","year":"2016","journal-title":"J. Consum. Health Internet"},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"e352","DOI":"10.2196\/jmir.7656","article-title":"Consumer Health-Related Activities on Social Media: Exploratory Study","volume":"19","author":"Benetoli","year":"2017","journal-title":"J. Med. Internet Res."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"e3","DOI":"10.2196\/mededu.8527","article-title":"Medical YouTube Videos and Methods of Evaluation: Literature Review","volume":"4","author":"Drozd","year":"2018","journal-title":"JMIR Med. Educ."},{"key":"ref_31","doi-asserted-by":"crossref","first-page":"106","DOI":"10.1016\/j.pragma.2017.11.001","article-title":"Interdiscursive performance in digital professions: The case of YouTube tutorials","volume":"124","author":"Bhatia","year":"2018","journal-title":"J. Pragmat."}],"container-title":["International Journal of Environmental Research and Public Health"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/1660-4601\/18\/8\/4359\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,11]],"date-time":"2025-10-11T05:50:08Z","timestamp":1760161808000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/1660-4601\/18\/8\/4359"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2021,4,20]]},"references-count":31,"journal-issue":{"issue":"8","published-online":{"date-parts":[[2021,4]]}},"alternative-id":["ijerph18084359"],"URL":"https:\/\/doi.org\/10.3390\/ijerph18084359","relation":{},"ISSN":["1660-4601"],"issn-type":[{"value":"1660-4601","type":"electronic"}],"subject":[],"published":{"date-parts":[[2021,4,20]]}}}