From Followers to Fillers: Exploring Transformative Service Research and Ethical Social Media Marketing in the UK Non-Surgical Cosmetic Market

Paige Jamison; Lisa Harkness

From Followers to Fillers: Exploring Transformative Service Research and Ethical Social Media Marketing in the UK Non-Surgical Cosmetic Market

Research output: Contribution to conference › Paper › peer-review

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Abstract

The UK’s non-surgical cosmetic procedures market is booming with year-on-year growth. While social media marketing (SMM) fuels demand, it also raises concerns about consumer safety and wellbeing, in addition to exposure of unregulated practitioners. Limited research has explored ethical marketing from the practitioners’ perspective. This study aims to address this gap, examining SMM techniques and the impact on consumer wellbeing through the lens of transformative service research, providing insights for safer, more informed SMM practices.

Original language	English
Pages	116-117
Number of pages	2
Publication status	Published online - 8 Jul 2025
Event	Academy of Marketing Conference: Saints and Scholars - University College Cork , Cork , Ireland Duration: 8 Jul 2025 → 10 Jul 2025 Conference number: 57 https://academyofmarketing.org/am2025-conference/

Conference

Conference	Academy of Marketing Conference
Abbreviated title	AM 2025
Country/Territory	Ireland
City	Cork
Period	8/07/25 → 10/07/25
Internet address	https://academyofmarketing.org/am2025-conference/

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 3 Good Health and Well-being
SDG 5 Gender Equality
SDG 8 Decent Work and Economic Growth
SDG 12 Responsible Consumption and Production
SDG 16 Peace, Justice and Strong Institutions

Keywords

Marketing
Ethical Marketing
Social Marketing
Social Media
Consumer Vulnerability
Consumer Wellbeing
Transformative Service Research
Qualitative
Cosmetics Market

Access to Document

Proceedings of the 57th Academy of Marketing Conference Cork 2025Final published version, 1.65 MB

Cite this

@conference{88dcc3d300364283b55d300b61a2db07,

title = "From Followers to Fillers: Exploring Transformative Service Research and Ethical Social Media Marketing in the UK Non-Surgical Cosmetic Market",

abstract = "The UK{\textquoteright}s non-surgical cosmetic procedures market is booming with year-on-year growth. While social media marketing (SMM) fuels demand, it also raises concerns about consumer safety and wellbeing, in addition to exposure of unregulated practitioners. Limited research has explored ethical marketing from the practitioners{\textquoteright} perspective. This study aims to address this gap, examining SMM techniques and the impact on consumer wellbeing through the lens of transformative service research, providing insights for safer, more informed SMM practices.",

keywords = "Marketing, Ethical Marketing, Social Marketing, Social Media, Consumer Vulnerability, Consumer Wellbeing, Transformative Service Research, Qualitative, Cosmetics Market",

author = "Paige Jamison and Lisa Harkness",

year = "2025",

month = jul,

day = "8",

language = "English",

pages = "116--117",

note = "Academy of Marketing Conference : Saints and Scholars , AM 2025 ; Conference date: 08-07-2025 Through 10-07-2025",

url = "https://academyofmarketing.org/am2025-conference/",

}

TY - CONF

T1 - From Followers to Fillers: Exploring Transformative Service Research and Ethical Social Media Marketing in the UK Non-Surgical Cosmetic Market

AU - Jamison, Paige

AU - Harkness, Lisa

N1 - Conference code: 57

PY - 2025/7/8

Y1 - 2025/7/8

N2 - The UK’s non-surgical cosmetic procedures market is booming with year-on-year growth. While social media marketing (SMM) fuels demand, it also raises concerns about consumer safety and wellbeing, in addition to exposure of unregulated practitioners. Limited research has explored ethical marketing from the practitioners’ perspective. This study aims to address this gap, examining SMM techniques and the impact on consumer wellbeing through the lens of transformative service research, providing insights for safer, more informed SMM practices.

AB - The UK’s non-surgical cosmetic procedures market is booming with year-on-year growth. While social media marketing (SMM) fuels demand, it also raises concerns about consumer safety and wellbeing, in addition to exposure of unregulated practitioners. Limited research has explored ethical marketing from the practitioners’ perspective. This study aims to address this gap, examining SMM techniques and the impact on consumer wellbeing through the lens of transformative service research, providing insights for safer, more informed SMM practices.

KW - Marketing

KW - Ethical Marketing

KW - Social Marketing

KW - Social Media

KW - Consumer Vulnerability

KW - Consumer Wellbeing

KW - Transformative Service Research

KW - Qualitative

KW - Cosmetics Market

M3 - Paper

SP - 116

EP - 117

T2 - Academy of Marketing Conference

Y2 - 8 July 2025 through 10 July 2025

ER -

From Followers to Fillers: Exploring Transformative Service Research and Ethical Social Media Marketing in the UK Non-Surgical Cosmetic Market

Abstract

Conference

UN SDGs

Keywords

Access to Document

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Cite this