Celebrity fan-engagement on Instagram and how it influences perceptions on hijab culture among young Muslim women in Malaysia

Instagram is one of the most popular social networking sites used to follow celebrities and public figures, particularly among female users. Celebrities who use Instagram can influence their female followers in many ways, for instance in influencing their perceptions on body image, adoption of healt...

Full description

Bibliographic Details
Main Authors:	Tengku Mohd Azzman, Tengku Siti Aisha, A. Manaf, Aini Maznina
Format:	Conference or Workshop Item
Language:	English
Published:	2018
Subjects:	P87 Communication. Mass media
Online Access:	http://irep.iium.edu.my/66864/ http://irep.iium.edu.my/66864/ http://irep.iium.edu.my/66864/15/66864%20abstract.pdf

id	iium-66864
recordtype	eprints
spelling	iium-668642018-10-23T08:20:38Z http://irep.iium.edu.my/66864/ Celebrity fan-engagement on Instagram and how it influences perceptions on hijab culture among young Muslim women in Malaysia Tengku Mohd Azzman, Tengku Siti Aisha A. Manaf, Aini Maznina P87 Communication. Mass media Instagram is one of the most popular social networking sites used to follow celebrities and public figures, particularly among female users. Celebrities who use Instagram can influence their female followers in many ways, for instance in influencing their perceptions on body image, adoption of healthy eating lifestyles, and purchase of products or services endorsed by these celebrities. Accordingly, this study examines the influence of Muslim celebrities on young Muslim women through their interactions on Instagram. A cross-sectional survey was conducted among female university students from the International Islamic University of Malaysia (N = 630). Respondents were required to complete an online survey in order to participate in the study. In answering the research instrument, they were instructed to think about a favorite, female Muslim celebrity they follow on Instagram. It is predicted that the respondent’s formal religious education, frequency of wearing hijab, and interaction with the celebrity on Instagram would positively influence their perceptions on hijab. Furthermore, it is predicted that perceived attitude homophily and parasocial interaction with the celebrity would also influence their perceptions about hijab. In this study, almost one third (27%) of the most popular Muslim celebrities among female Instagram users are non-traditional celebrities, such as bloggers/vloggers, YouTube personalities and social media influencers while others are entertainers (42%) and entrepreneurs (22%). A majority of these Muslim celebrities also wear the hijab. Next to makeup and beauty product, hijab shawls/scarfs are the most frequently mentioned product by these celebrities. The most popular hijab brands among female Instagram users are Duck Scarf (Vivy Yusof), Cakenis (Hanis Zalikha), and Naelofar Hijab (Noor Neelofa Mohd Noor). Findings indicate that background of respondents in terms of exposure to religious knowledge and practices is very important in influencing perceptions on hijab culture. Finally, celebrity-fan engagement on social media may also play a role in determining how young Muslim women view the hijab. The repercussions of these findings on the parasocial interaction theory, and the influence of celebrity interaction on social media with their female followers will also be discussed. 2018-09-25 Conference or Workshop Item NonPeerReviewed application/pdf en http://irep.iium.edu.my/66864/15/66864%20abstract.pdf Tengku Mohd Azzman, Tengku Siti Aisha and A. Manaf, Aini Maznina (2018) Celebrity fan-engagement on Instagram and how it influences perceptions on hijab culture among young Muslim women in Malaysia. In: International Seminar on Media and Communication (ISMEC 2018), 25 Sept 2018, Gombak, Kuala Lumpur. (Unpublished) https://iiummediacomm.wixsite.com/ismec2018
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	P87 Communication. Mass media
spellingShingle	P87 Communication. Mass media Tengku Mohd Azzman, Tengku Siti Aisha A. Manaf, Aini Maznina Celebrity fan-engagement on Instagram and how it influences perceptions on hijab culture among young Muslim women in Malaysia
description	Instagram is one of the most popular social networking sites used to follow celebrities and public figures, particularly among female users. Celebrities who use Instagram can influence their female followers in many ways, for instance in influencing their perceptions on body image, adoption of healthy eating lifestyles, and purchase of products or services endorsed by these celebrities. Accordingly, this study examines the influence of Muslim celebrities on young Muslim women through their interactions on Instagram. A cross-sectional survey was conducted among female university students from the International Islamic University of Malaysia (N = 630). Respondents were required to complete an online survey in order to participate in the study. In answering the research instrument, they were instructed to think about a favorite, female Muslim celebrity they follow on Instagram. It is predicted that the respondent’s formal religious education, frequency of wearing hijab, and interaction with the celebrity on Instagram would positively influence their perceptions on hijab. Furthermore, it is predicted that perceived attitude homophily and parasocial interaction with the celebrity would also influence their perceptions about hijab. In this study, almost one third (27%) of the most popular Muslim celebrities among female Instagram users are non-traditional celebrities, such as bloggers/vloggers, YouTube personalities and social media influencers while others are entertainers (42%) and entrepreneurs (22%). A majority of these Muslim celebrities also wear the hijab. Next to makeup and beauty product, hijab shawls/scarfs are the most frequently mentioned product by these celebrities. The most popular hijab brands among female Instagram users are Duck Scarf (Vivy Yusof), Cakenis (Hanis Zalikha), and Naelofar Hijab (Noor Neelofa Mohd Noor). Findings indicate that background of respondents in terms of exposure to religious knowledge and practices is very important in influencing perceptions on hijab culture. Finally, celebrity-fan engagement on social media may also play a role in determining how young Muslim women view the hijab. The repercussions of these findings on the parasocial interaction theory, and the influence of celebrity interaction on social media with their female followers will also be discussed.
format	Conference or Workshop Item
author	Tengku Mohd Azzman, Tengku Siti Aisha A. Manaf, Aini Maznina
author_facet	Tengku Mohd Azzman, Tengku Siti Aisha A. Manaf, Aini Maznina
author_sort	Tengku Mohd Azzman, Tengku Siti Aisha
title	Celebrity fan-engagement on Instagram and how it influences perceptions on hijab culture among young Muslim women in Malaysia
title_short	Celebrity fan-engagement on Instagram and how it influences perceptions on hijab culture among young Muslim women in Malaysia
title_full	Celebrity fan-engagement on Instagram and how it influences perceptions on hijab culture among young Muslim women in Malaysia
title_fullStr	Celebrity fan-engagement on Instagram and how it influences perceptions on hijab culture among young Muslim women in Malaysia
title_full_unstemmed	Celebrity fan-engagement on Instagram and how it influences perceptions on hijab culture among young Muslim women in Malaysia
title_sort	celebrity fan-engagement on instagram and how it influences perceptions on hijab culture among young muslim women in malaysia
publishDate	2018
url	http://irep.iium.edu.my/66864/ http://irep.iium.edu.my/66864/ http://irep.iium.edu.my/66864/15/66864%20abstract.pdf
first_indexed	2023-09-18T21:34:56Z
last_indexed	2023-09-18T21:34:56Z
_version_	1777412758026846208

Celebrity fan-engagement on Instagram and how it influences perceptions on hijab culture among young Muslim women in Malaysia

Similar Items