The Influence of Hijab Influencers, Peer Communication, Family Communication and eWOM on Hijab Fashion Consumption: A Consumer Socialization Perspective in Islamabad and Rawalpindi

Abstract

This study explores the influence of hijab influencers on hijab fashion consumption among young Muslim women, with fashion consciousness as a mediating factor. Grounded in social influence and consumer behavior theories, the conceptual framework proposes that involvement with hijab influencers, hijab influencers’ influence, family communication, peer communication, and electronic word-of-mouth (eWOM) on Instagram positively affect fashion consciousness, which subsequently drives hijab fashion consumption. A quantitative cross-sectional research design was employed, collecting data through a structured questionnaire from respondents. The proposed relationships were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The study contributes to understanding digital and interpersonal influences in the context of modest fashion consumption. Practical implications include strategies for marketers and hijab brands to enhance engagement through Instagram influencers and social communications. Limitations involve the cross-sectional design and platform-specific focus; future research may adopt longitudinal approaches or examine additional moderators.