Social Media Usage in Dentistry: Determining Social Media–Related Opportunities and Challenges for Professional Dental Practices in Pakistan – A Cross-Sectional Study

Abstract

Background: Social media has become integral to dental communication, education, and practice promotion, yet it also introduces risks related to misinformation, confidentiality, and professionalism. Evidence from Pakistan remains limited, especially regarding how dental professionals perceive both the opportunities and challenges associated with its professional use. Objective: To assess patterns of professional social media use among Pakistani dental professionals and evaluate perceived opportunities, challenges, and awareness of ethical and legal boundaries in digital practice. Methods: A nationwide cross-sectional study was conducted from October to November 2025 among final-year dental students, house officers, postgraduate trainees, and general practitioners. A validated, self-administered online questionnaire captured demographics, social media usage, perceived opportunities, and perceived challenges. Data from 335 respondents were analysed using descriptive statistics and inferential tests including chi-square, Fisher’s exact test, and non-parametric comparisons, with significance set at p<0.05. Results: Overall, 64.8% reported professional social media use, most commonly Instagram (66.3%). Key challenges included confidentiality concerns (60.9%) and misinformation (49.3%). Ethical dilemmas were reported by 34.3% and legal ambiguity by 42.1%. Opportunities were widely endorsed, with 92.2% finding content helpful, 84.5% reporting enhanced professional networking, and 85.4% identifying superior marketing value. Purchasing decisions were influenced by social media in 56.4% of respondents. Conclusion: Social media is widely used by Pakistani dental professionals and offers substantial educational and promotional benefits, but significant ethical and regulatory concerns persist, underscoring the need for clear national guidelines and digital professionalism training.