The impact of health marketing in digital platforms on Egyptian females’ body image

Malak Yasser, Abeer Ezzi, Hanan Youssef

Abstract


This paper examines the impact of digital health marketing on Egyptian females’ body image, self-esteem, and attitudes toward medicalized weight-loss interventions. As social media platforms such as Instagram, TikTok, and Facebook increasingly promote weight-loss medications, cosmetic injections, and surgical procedures, idealized body imagery and persuasive health claims continue to shape contemporary beauty standards and influence women’s psychological well-being. A mixed-method approach was used to provide a comprehensive analysis. The quantitative phase consisted of an online survey of 201 Egyptian females aged 14 to 63, measuring their exposure to health-related digital health marketing and its relationship with body image, self-esteem, and behavioral intentions. The qualitative phase included eight in-depth interviews with bariatric and plastic surgeons, psychologists, and health and beauty influencers, analyzed thematically to identify recurring patterns. Findings showed that frequent exposure to digital health marketing is significantly associated with heightened body dissatisfaction, reduced self-esteem, and increased interest in weight-loss procedures. Experts emphasized that misleading advertisements and unregulated influencer marketing content have normalized aesthetic enhancement as a lifestyle trend. Psychologists also highlighted growing social comparison and emotional distress, often requiring interventions such as Cognitive Behavioral Therapy (CBT) and Dialectical Behavior Therapy (DBT). Overall, the study underscores the need for media literacy, ethical weight- loss advertising regulations, and psychological awareness initiatives to support healthier self-perceptions among Egyptian women. The research contributes to understanding how digital health communication reshapes beauty ideals and influences women’s identities in the social media era.

Keywords:

Body image, digital health marketing, Egypt, influencer marketing, plastic surgery, self-esteem, social media, weight-loss advertising, women


Received: 03 December 2025

Accepted: 24 January 2026

Published: 12 May 2026


Keywords


Body image, digital health marketing, Egypt, influencer marketing, plastic surgery, self-esteem, social media, weight-loss advertising, women

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References


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DOI: https://dx.doi.org/10.21622/ILCC.2026.06.1.1840

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Copyright (c) 2026 Malak Yasser, Abeer Ezzi, Hanan Youssef

Insights into Language, Culture and Communication

E-ISSN: 2812-491X

P-ISSN: 2812-4901

 

Published by:

Academy Publishing Center (APC)

Arab Academy for Science, Technology and Maritime Transport (AASTMT)

Alexandria, Egypt

ilcc@aast.edu