Influence of Social Media Fashion Bloggers on Egyptian Consumers' Identity

نوع المستند : المقالة الأصلية

المؤلفون

1 Associate Professor of Journalism, Faculty of Mass Communication, Ahram Canadian University.

2 Television and Radio Assistant Lecturer, Faculty of Mass Communication, Ahram Canadian University.

3 Advertising and PR Assistant Lecturer, Faculty of Mass Communication, Ahram Canadian University.

4 Journalism Assistant Lecturer, Faculty of Mass Communication, Ahram Canadian University.

5 student

المستخلص

The increasing influence of fashion bloggers has transformed how individuals perceive and express their identity, particularly in Egypt. This study investigates the impact of fashion bloggers on Egyptian consumers, focusing on their fashion preferences, identity formation, and cultural alignment. Employing a mixed-methods approach, the research integrates a survey and in-depth interviews with Egyptian fashion bloggers, influencers and marketing experts.
Survey findings reveal that Instagram and TikTok dominate as preferred platforms, with 65% of respondents spending over three hours daily on social media. While 83.4% of participants admitted purchasing items endorsed by fashion bloggers, 53.4% cited real-life examples as the primary reason for trusting influencers over traditional advertisements. Despite this, 48.9% of respondents modify fashion bloggers’ styles to align with their tastes. Conflicts between fashion trends and cultural identity emerged, with 47.5% striving to balance both, and 62.3% perceiving that blogger-promoted styles only occasionally align with Egyptian traditions.
Qualitative insights reveal that fashion bloggers view their role as not merely trendsetters but cultural mediators, navigating between global influences and local traditions. However, their globalized aesthetics often challenge cultural norms, enhancing identity fluidity among younger demographics.
This research highlights the dual influence of fashion bloggers in shaping consumer behavior and cultural preferences while raising concerns about diminishing cultural authenticity. By analyzing these dynamics, the study provides a significant understanding of the intersection between social media, fashion, and identity in contemporary Egypt.
 
 
 
 
 
 
 
 

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