When modesty meets fashion: how social media and influencers change the meaning of hijab (original) (raw)

Journal of Islamic Marketing

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 o...

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