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When modesty meets fashion: how social media and influencers change the meaning of hijab

Zerrin Karakavak (Department of Marketing, Yozgat Bozok University, Yozgat, Turkey)
Tuğba Özbölük (Department of Marketing, Yozgat Bozok University, Yozgat, Turkey)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 22 December 2022

133

Abstract

Purpose

This study aims to examine the functions of hijab fashion among hijab-wearing women and explore the role of social media and influencers in hijab fashion.

Design/methodology/approach

The authors conducted in-depth interviews with 29 hijab-wearing women in Turkey. The authors collected data in June–November 2020.

Findings

Findings show that hijab fashion functions as encouragement, attraction, modesty and social image among Turkish Muslim women. This study also shows that social media and influencers change the meaning of the hijab while promoting hijab fashion. Findings reveal that Instagram boutiques act as digital fashion magazines, which enable women to integrate faster into popular culture today. While influencers have increased the number of hijab-wearing women, they have also turned the hijab into a commodity in the market by degenerating its true meaning.

Research limitations/implications

This study has several limitations regarding the sample and geographic context of consumers. This study may not represent Turkish Muslim women’s behavior as our sample consists of 29 women. Therefore, larger samples are needed to generalize our findings. Undertaking cross-cultural studies will also enable marketers to make cultural comparisons.

Practical implications

This study offers some insights for Islamic marketing practitioners in terms of influencer using in hijab fashion.

Originality/value

This study adds to the previous research on hijab fashion and hijab consumption on Instagram. This study also extends the previous literature by examining the role of social media and influencers in hijab fashion. Findings revealed that the hijab is gradually losing its spiritual value by becoming a commodity packaged and marketed through Instagram and influencers.

Keywords

Acknowledgements

Conflict of interest: On behalf of all authors, the corresponding author states that there is no conflict of interest.

Citation

Karakavak, Z. and Özbölük, T. (2022), "When modesty meets fashion: how social media and influencers change the meaning of hijab", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-05-2021-0152

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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