Title: Does media influence fashion consciousness of Muslim women consumers: evidences from the United Arab Emirates

Authors: A.M. Sakkthivel; Beenish Shameem; Saleem Mushtaq

Addresses: School of Business, Skyline University College, University City of Sharjah, Sharjah, United Arab Emirates ' MENA College of Management, Dubai, United Arab Emirates ' Orient Insurance, Duabi, United Arab Emirates

Abstract: This paper focuses on finding and testing the selected constructs that influence the fashion consciousness of women consumers belonging to Islamic religion in United Arab Emirates (UAE). The study chose pertinent constructs such as cultural, social, personal and media variables and intended to find the impact of the same over target respondents, i.e., women consumers (UAE nationals) from Islamic religion. The results revealed that: 1) all the selected variables were found to have significant impact over fashion consciousness of women consumers; 2) media variables were found to have higher influence over fashion consciousness of women consumers belonging to Islamic religion, followed by cultural and social variables. The implications of the outcomes were discussed.

Keywords: fashion consciousness; media variables; social variables; personal variables; women consumers; Islamic religion; construct analysis modelling; United Arab Emirates; UAE.

DOI: 10.1504/IJBIR.2020.109039

International Journal of Business Innovation and Research, 2020 Vol.22 No.4, pp.523 - 545

Received: 12 Dec 2018
Accepted: 17 Feb 2019
Published online: 17 Aug 2020 *

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