Yıldırım, Seda2023-04-202023-04-2020222367-4512https://doi.org/10.1007/978-981-19-1724-0_2https://hdl.handle.net/20.500.11776/11162The twenty-first century has transformed individuals’ perceptions and behaviors by providing higher connection with digital technology. Especially, it has been observed that the digital transformation in business and government models has accelerated during the Covid-19 pandemic. On the other hand, the fact that spending more time on digital platforms as socializing has created new concerns on physical appearance and visual perceptions. While activities such as taking selfie, photo sharing, and content sharing are increasing, aesthetic concern is increasing, too. This study aims to explore the link between digitalization and aesthetic concern by using qualitative research methodology. Firstly, this study will give a literature review and then selected Turkish cases will be analyzed by using descriptive content analysis. Thus, it is thought to give a brief framework explaining how digitalization and social media influence aesthetic concern and the desire for aesthetic surgery as a result. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.en10.1007/978-981-19-1724-0_2info:eu-repo/semantics/closedAccessAesthetic concernAesthetic marketAesthetic surgeryDigitalizationFake newsPlastic surgerySocial mediaFake detectionSurgeryDigital technologiesDigitalizationEsthetic concernEsthetic marketEsthetic surgeryFake newsIndividual behaviorIndividual's perceptionPlastic surgerySocial mediaSocial networking (online)Book Chapter12817352-s2.0-85130823767Q3