The impact of Snapchat influencers on Saudi women's fast fashion consumption through parasocial relationships.

Abstract

The increasing prevalence of Snapchat among women users in Saudi Arabia, in conjunction with the rise of Saudi women influencers on Snapchat endorsing fashion brands and styles, has exerted a significant influence on the fashion consumption patterns of Saudi women. This research explores the development of parasocial relationships within the Saudi Arabian context, with the aim of determining their potential impact on the fashion consumption behaviours of women. This thesis focuses on Saudi Arabia, specifically chosen for its crucial position in the Middle East, characterised by its economic importance, geographic centrality, status as the spiritual hub of Islam, as well as the current social transformation driven by Vision 2030. The aim of the thesis is to explore the parasocial relationship development and its impact on women’s fashion consumption. To comprehend how Saudi women establish parasocial relationships with Snapchat influencers, a monomethod, specifically a qualitative approach, was employed. This involved the recruitment of 24 participants on X (formerly Twitter). The researcher conducted 24 semi- structured interviews comprising participants to gather primary data within an interpretivist research paradigm. Employing thematic analysis, this thesis contends that Saudi women establish parasocial relationships by means of specific characteristics. It also explains why Saudi women belonging to Generation Y prefer Snapchat. Moreover, the thesis provides a better understanding of the contemporary interpretation of Tabzir by Saudi women. The findings of this study reveal parasocial development by Saudi women and how it affects their fashion consumption.