Influence of Social Media Fashion Bloggers on Egyptian Consumers' Identity
Mohamed, F., Ali, A., Abdallah, M., Francis, S., Mahrous, M., Nabil, J., Elsaid, J., Zaki, H., Wael, M., Elsayed, N., Saied, M., Khaled, K., Zakaria, H. (2025). Influence of Social Media Fashion Bloggers on Egyptian Consumers' Identity. EKB Journal Management System, 2025(32), 1-28. doi: 10.21608/sjocs.2025.427912
Fedaa Mohamed; Abdelmonem Mohamed Ali; Manar Abdallah; S Francis; Malak Hossam Mahrous; Jessica Sherif Nabil; Jana Ahmed Elsaid; Hana Akif Zaki; Mariam Wael; Nada Abdelrahman Elsayed; Malak Hani Saied; Kenzi Mohamed Khaled; Habiba Sameh Zakaria. "Influence of Social Media Fashion Bloggers on Egyptian Consumers' Identity". EKB Journal Management System, 2025, 32, 2025, 1-28. doi: 10.21608/sjocs.2025.427912
Mohamed, F., Ali, A., Abdallah, M., Francis, S., Mahrous, M., Nabil, J., Elsaid, J., Zaki, H., Wael, M., Elsayed, N., Saied, M., Khaled, K., Zakaria, H. (2025). 'Influence of Social Media Fashion Bloggers on Egyptian Consumers' Identity', EKB Journal Management System, 2025(32), pp. 1-28. doi: 10.21608/sjocs.2025.427912
Mohamed, F., Ali, A., Abdallah, M., Francis, S., Mahrous, M., Nabil, J., Elsaid, J., Zaki, H., Wael, M., Elsayed, N., Saied, M., Khaled, K., Zakaria, H. Influence of Social Media Fashion Bloggers on Egyptian Consumers' Identity. EKB Journal Management System, 2025; 2025(32): 1-28. doi: 10.21608/sjocs.2025.427912

Influence of Social Media Fashion Bloggers on Egyptian Consumers' Identity

المجلة العلمية لبحوث العلاقات العامة و الإعلان
Article 13, Volume 2025, Issue 32, April 2025, Page 1-28  XML PDF (1.19 MB)
Document Type: المقالة الأصلية
DOI: 10.21608/sjocs.2025.427912
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Authors
Fedaa Mohamed1; Abdelmonem Mohamed Ali2; Manar Abdallah3; S Francis4; Malak Hossam Mahrous5; Jessica Sherif Nabil5; Jana Ahmed Elsaid5; Hana Akif Zaki5; Mariam Wael5; Nada Abdelrahman Elsayed5; Malak Hani Saied5; Kenzi Mohamed Khaled5; Habiba Sameh Zakaria5
1Associate Professor of Journalism, Faculty of Mass Communication, Ahram Canadian University.
2Television and Radio Assistant Lecturer, Faculty of Mass Communication, Ahram Canadian University.
3Advertising and PR Assistant Lecturer, Faculty of Mass Communication, Ahram Canadian University.
4Journalism Assistant Lecturer, Faculty of Mass Communication, Ahram Canadian University.
5student
Abstract
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.
 
 
 
 
 
 
 
 

Keywords
Fashion Blogging; Fashion Influencers; Social Media; Consumer Behavior; Cultural Identity
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