An Investigation of Social Media Behaviour of Female Luxury Consumers: The Context of Riyadh, Kingdom of Saudi Arabia

Abstract

This research investigates the behaviour of luxury consumers on social media, in females residing in Riyadh, the Kingdom of Saudi Arabia (KSA), with a particular focus on users of luxury fashion brands’ Instagram. It further was set out to explore the motivations of luxury female consumers on luxury fashion’s Instagram, their social media advocacy behaviour, and the way they deal with the inner tumult of the self when being exposed to Western brands’ Instagram. This research utilised Uses-and-Gratifications, Cognitive Dissonance, and Self-concept theories for the analysis of the behaviour of female luxury consumers on social media within the context of this research. With the introduction of the 2030 vision in the KSA, females’ position entails rapid transformative societal changes, where the vision paves the way for widespread use of social media within a relatively short period time.

This study is one of the first to explore Islam - the first in the context of the KSA, females’ SM usage behaviours and motivations with a particular focus on the usage of luxury fashion brands’ Instagram. This research utilised a qualitative approach, where 29 in-depth semi-structured interviews were conducted with Saudi females, live in Riyadh, KSA, aged 18-45, active on social media, follow luxury fashion brands on Instagram, and eligible as luxury consumers by making a luxury purchase from a luxury brand. These interviews identified the cultural implications on the motivations and gratifications and social media advocacy behaviours.

The key finding of this research is that religion exerts a significant influence on consumers’ gratifications, social media advocacy behaviours and the way they deal with the Western luxury fashion brands’ Instagram content, which leads to the emergence of religious self-concept and cognitive dissonance. Cognitive dissonance plays a vital role in explaining consumers’ SM behaviour, as it provides a link between Islamic values and gratifications obtained as well as social media advocacy behaviour. Religious self-concept was also found to be a progressive and unbiased element to negotiate and neutralise the use of Western luxury fashion brands’ Instagram. This research also provided important finding in the shared group experiences as a part of the cultural setting, in that gratification obtained as part of a group as well as the social media advocacy behaviour which is a shared group experience. This research provides original insights, which have practical and theoretical implications: understand the behaviour of luxury consumers on social media - through self-concept and cognitive dissonance, and how religion (Islam) has a major influence on consumers’ social media behaviour and motivations.