The Effect of Social Media on Consumers’ Westernization, Lifestyle Dimensions, and Materialism in the Arabian Gulf: The Case of Kuwait
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Researchers |
Ahmad Khaldi |
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Published in |
Journal of Marketing and Consumer Research, volume 95, pp. 61-73, December 2025. |
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Abstract |
This study examined the influence of social media usage on lifestyle, westernization, and materialism among Kuwaiti consumers. Findings showed that Kuwaiti respondents' social media usage was moderate. Data analysis revealed a significant impact of social media engagement on several aspects of consumer lifestyle, including increased online impulsive buying and social comparisons, as well as a decline in body image satisfaction. Results also indicated that social media usage had a positive impact on materialism and westernization among Kuwaiti respondents. Key words: Social Media Involvement, Materialism, Westernization, Kuwaiti Consumers, GCC Lifestyle, Online Impulsive Buying, Social Comparisons, Body Image Satisfaction. |
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Link to full paper |
