Public’s perceptions on over-the-counter tooth whitening: a YouTube™ videos review and analysis
DOI:
https://doi.org/10.33448/rsd-v11i4.27767Keywords:
Tooth whitening; Social media; Internet; Patient-reported outcomes.Abstract
This study aimed to explore the public's perception on the use of over-the-counter tooth whitening (OCTW) from the analysis of videos deposited in a social media service. A cross-sectional, qualitative, and quantitative study was developed using YouTubeTM as a search platform. Videos with personal reviews on the use of OCTW products (toothpaste [WT], strips [WS], whitening pens [WP], and charcoal-based products [WC]) were selected, visualized, and transcribed in verbatim. Transcriptions were analyzed using a content analysis model including seven thematic categories: perceptions of results, adverse effects, using aspects, financial aspects, sensorial perceptions, expectations, and truthfulness in video production. Variables related to engagement and features of the videos were collected and descriptively analyzed. In total, 104 videos were included in the study. Videos about WS (43.9%), followed by WT (22.7%) and WC (16.0%) were the most viewed on the platform. Tooth sensitivity was frequently reported for WS (57.1%) and WT (18.2%). Periodontal tissue disorders were specially noticed in WC and WS videos (16% and 14.3%, respectively). WC showed the highest level of satisfaction in the results (88.8%) and sponsorship for its use. In conclusion, OCTW products can be marketing influenced and applied without professional counselling and they may cause adverse effects. This fact points out the importance of qualified recommendations specially informing the buyer about undesirable or harmful effects to the dental and periodontal tissues.
References
Aina, C., Battigalli, P., & Gamba, A. (2020). Frustration and anger in the Ultimatum Game: An experiment. Games and Economic Behavior, 122, 150–167.
Chou, W.-Y. S., Hunt, Y., Folkers, A., & Augustson, E. (2011). Cancer survivorship in the age of YouTube and social media: A narrative analysis. Journal of Medical Internet Research, 13(1), e7.
De Jans, S., Cauberghe, V., & Hudders, L. (2018). How an advertising disclosure alerts young adolescents to sponsored vlogs: The moderating role of a peer-based advertising literacy intervention through an informational vlog. Journal of Advertising, 47(4), 309–325.
Demarco, F. F., Meireles, S. S., & Masotti, A. S. (2009). Over-the-counter whitening agents: A concise review. Brazilian Oral Research, 23 Suppl 1, 64–70. https://doi.org/10.1590/s1806-83242009000500010
Desai, T., Shariff, A., Dhingra, V., Minhas, D., Eure, M., & Kats, M. (2013). Is content really king? An objective analysis of the public’s response to medical videos on YouTube. PloS One, 8(12), e82469. https://doi.org/10.1371/journal.pone.0082469
Donassollo, S. H., Donassollo, T. A., Coser, S., Wilde, S., Uehara, J. L. S., Chisini, L. A., Correa, M. B., Cenci, M. S., & Demarco, F. F. (2021). Triple-blinded randomized clinical trial comparing efficacy and tooth sensitivity of in-office and at-home bleaching techniques. Journal of Applied Oral Science: Revista FOB, 29, e20200794. https://doi.org/10.1590/1678-7757-2020-0794
Donly, K. J., Segura, A., Henson, T., Barker, M. L., & Gerlach, R. W. (2007). Randomized controlled trial of professional at-home tooth whitening in teenagers. General Dentistry, 55(7), 669–674.
Eachempati, P., Kumbargere Nagraj, S., Kiran Kumar Krishanappa, S., Gupta, P., & Yaylali, I. E. (2018). Home-based chemically-induced whitening (bleaching) of teeth in adults. The Cochrane Database of Systematic Reviews, 12(12), CD006202. https://doi.org/10.1002/14651858.CD006202.pub2
EASA. (2018). EASA best practice recommendation on influencer marketing. https://www.easalliance.org/sites/default/files/EASA_BEST%20RACTICE%20RECOMMENDATION%20ON%20INFLUENCER%20 MARKETING_2.pdf
Franco, M. C., Uehara, J., Meroni, B. M., Zuttion, G. S., & Cenci, M. S. (2020). The Effect of a Charcoal-based Powder for Enamel Dental Bleaching. Operative Dentistry, 45(6), 618–623. https://doi.org/10.2341/19-122-L
Gao, X., Hamzah, S. H., Yiu, C. K. Y., McGrath, C., & King, N. M. (2013). Dental fear and anxiety in children and adolescents: Qualitative study using YouTube. Journal of Medical Internet Research, 15(2), e29. https://doi.org/10.2196/jmir.2290
Gerlach, R. W., & Barker, M. L. (2004). Professional vital bleaching using a thin and concentrated peroxide gel on whitening strips: An integrated clinical summary. J Contemp Dent Pract, 5(1), 1–14.
Goldberg, M., Grootveld, M., & Lynch, E. (2010). Undesirable and adverse effects of tooth-whitening products: A review. Clinical Oral Investigations, 14(1), 1–10. https://doi.org/10.1007/s00784-009-0302-4
Hamzah, H. S., Gao, X., Yung Yiu, C. K., McGrath, C., & King, N. M. (2014). Managing dental fear and anxiety in pediatric patients: A qualitative study from the public’s perspective. Pediatric Dentistry, 36(1), 29–33.
Kim, Y. M., Ha, A. N., Kim, J. W., & Kim, S. J. (2018). Double-blind Randomized Study to Evaluate the Safety and Efficacy of Over-the-counter Tooth-whitening Agents Containing 2.9% Hydrogen Peroxide. Operative Dentistry, 43(3), 272–281. https://doi.org/10.2341/16-379-C
Krishna, A. (2011). Sensory marketing: Research on the sensuality of products. Routledge.
Lindstrom, M. (2008). Brand sense: Sensory secrets behind the stuff we buy. Simon and Schuster.
Livas, C., Delli, K., & Pandis, N. (2018). ‘My Invisalign experience’: Content, metrics and comment sentiment analysis of the most popular patient testimonials on YouTube. Progress in Orthodontics, 19(1), 3. https://doi.org/10.1186/s40510-017-0201-1
Martin, J., Rivas, V., Vildósola, P., Moncada, L., Oliveira Junior, O. B., Saad, J. R. C., Fernandez, E., & Moncada, G. (2016). Personality Style in Patients Looking for Tooth Bleaching and Its Correlation with Treatment Satisfaction. Brazilian Dental Journal, 27(1), 60–65. https://doi.org/10.1590/0103-6440201600127
Matis, B. A., Mousa, H. N., Cochran, M. A., & Eckert, G. J. (2000). Clinical evaluation of bleaching agents of different concentrations. Quintessence International (Berlin, Germany: 1985), 31(5), 303–310.
Meireles, S. S., Goettems, M. L., Dantas, R. V. F., Bona, Á. D., Santos, I. S., & Demarco, F. F. (2014). Changes in oral health related quality of life after dental bleaching in a double-blind randomized clinical trial. Journal of Dentistry, 42(2), 114–121. https://doi.org/10.1016/j.jdent.2013.11.022
Meireles, S. S., Heckmann, S. S., Leida, F. L., dos Santos, I. da S., Della Bona, A., & Demarco, F. F. (2008). Efficacy and safety of 10% and 16% carbamide peroxide tooth-whitening gels: A randomized clinical trial. Operative Dentistry, 33(6), 606–612. https://doi.org/10.2341/07-150
Melo, D. O. de, Ribeiro, E., & Storpirtis, S. (2006). The importance and the history of studies on medicine use. Revista Brasileira de Ciências Farmacêuticas, 42(4), 475–485.
Nadanyiova, M., Kliestikova, J., & Kolencik, J. (2018). Sensory marketing from the perspective of a support tool for building brand value. Economics and Culture, 15(1), 96–104.
Naidu, A. S., Bennani, V., Brunton, J. M. A. P., & Brunton, P. (2020). Over-the-Counter Tooth Whitening Agents: A Review of Literature. Brazilian Dental Journal, 31(3), 221–235. https://doi.org/10.1590/0103-6440202003227
Pereira, F. S. V. T., Bucaretchi, F., Stephan, C., & Cordeiro, R. (2007). Self-medication in children and adolescents. Jornal de Pediatria, 83(5), 453–458. https://doi.org/10.2223/JPED.1703
Simsek, H., Buyuk, S. K., & Cetinkaya, E. (2020). YouTubeTM as a source of information on oral habits. Journal of the Indian Society of Pedodontics and Preventive Dentistry, 38(2), 115–118. https://doi.org/10.4103/JISPPD.JISPPD_357_19
Yoo, J. H., & Kim, J. (2012). Obesity in the new media: A content analysis of obesity videos on YouTube. Health Communication, 27(1), 86–97. https://doi.org/10.1080/10410236.2011.569003
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Tamires Timm Maske; Marina Christ Franco; Fernando Antônio Vargas-Junior; Matheus dos Santos Fernandez; Letícia da Silva Pires; Livia Mund de Amorim; Rafael Ratto de Moraes; Françoise Hélène Van de Sande
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
2) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
3) Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
