The Hijabi self: authenticity and transformation in the Hijab fashion phenomenon
Abstract
Purpose
The purpose of this paper is to delve into the intricate relationships between hijab culture and consumption. The research questions whether the hijab consumption phenomenon is an icon of fashion or an authentic blend of religious and cultural tenets.
Design/methodology/approach
The research uses a netnographic approach in a qualitative manner similar to ethnography on the internet. An online forum is created on social media for Egyptian hijabista consumers, who reflect on their self-transformations with respect to the hijab phenomenon.
Findings
The findings of the study provide insights relevant to the consumer experiences of the hijab fashion phenomenon. The results are analyzed using Holt’s (1995) consumption parabola, where the insights show the consumption as experience, integration, play and classification metaphors in action. Most insights show that the hijab fashion experience combines authentic religious meanings with cultural ones.
Research limitations/implications
The study methodology used is qualitative, thereby putting limitations on generalizing the findings to other consumers and contexts.
Practical implications
The findings are relevant to fashion designers and fashion marketers who aim at understanding the hijabista culture.
Social implications
The results are relevant to consumer culture theorists as well as to macromarketing researchers looking at authenticity in the hijab fashion phenomenon. The research is also relevant in understanding the hijabista culture, which is a growing consumer culture around the globe.
Originality/value
The research combines the literatures on consumer culture theory, self-transformations and authenticity with regards to the hijab consumption phenomenon. Such relationships were not explored previously in the literature. The methodological approach is also novel.
Keywords
Citation
El-Bassiouny, N. (2018), "The Hijabi self: authenticity and transformation in the Hijab fashion phenomenon", Journal of Islamic Marketing, Vol. 9 No. 2, pp. 296-304. https://doi.org/10.1108/JIMA-12-2016-0102
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited