The Influence of Muslim Fashion Bloggers on Young Muslim Females‘ Fashion and Life in Malaysia. A thesis submitted to The University of Manchester for the degree of Doctor of Philosophy in the Faculty of Science and Engineering 2020 Mohd Zaimmudin Mohd Zain Department of Materials 1 TABLE OF CONTENTS Abstract ............................................................................................................................ 8 Declaration ....................................................................................................................... 9 Copyright Statement ....................................................................................................... 9 Acknowledgements........................................................................................................ 10 CHAPTER 1: INTRODUCTION ................................................................................ 12 1.1 Research Background ............................................................................................. 12 1.2 Research Content .................................................................................................... 12 1.3 Research Problem ................................................................................................... 14 1.4 Research Aim........................................................................................................... 16 1.5 Research Objectives ................................................................................................ 16 1.6 Theoretical Contribution ........................................................................................ 16 1.7 Research Methodology ........................................................................................... 17 1.8 Chapter Summary................................................................................................... 17 CHAPTER 2: FASHION BLOGGERS ...................................................................... 19 2.1 Chapter Introduction .............................................................................................. 19 2.2 Fashion Bloggers as Opinion Leaders ................................................................... 19 2.2.1 Credibility of Fashion Bloggers as Fashion Opinion Leaders ................... 26 2.3 Fashion Bloggers and Social Media ....................................................................... 30 2.3.1 Fashion Blogging ....................................................................................... 31 2.3.1.1 Fashion Bloggers as Vehicle for eWOM .................................... 33 2.3.2 Fashion Bloggers and Instagram ........................................................................ 37 2.4 Global and Local Fashion Bloggers ....................................................................... 40 2.4.1 Muslim Fashion Bloggers .......................................................................... 42 2.4.2 Muslim Fashion Bloggers in Malaysia ...................................................... 44 2.5 Chapter Summary................................................................................................... 48 2 CHAPTER 3: MUSLIM FASHION CONSUMERS ................................................. 50 3.1 Chapter Introduction .............................................................................................. 50 3.2 The Effects of Religion and Culture on Muslim Fashion Consumers ................ 51 3.3 Muslim Society and Fashion in Malaysia ............................................................. 55 3.3.1 Islamic Guidelines for Fashion .................................................................. 57 3.3.2 Muslim Generation Y and Fashion in Malaysia ........................................ 62 3.3.3 Modest and Modern ................................................................................... 65 3.3.4 The Improvement of Life among Muslim Female in Malaysia ................. 68 3.3.5 Muslim Consumers Change towards Fashion ............................................ 70 3.3.5.1 Flexibility in Fashion .................................................................. 74 3.4. Muslim Fashion Consumers on Social Media ..................................................... 77 3.4.1 Fashion Information and Sharing ............................................................... 78 3.4.2 Fashion Opinion Seeking ........................................................................... 80 3.4.3 The Effects of Social Media Comment Threads ........................................ 82 3.5 Chapter Summary ................................................................................................... 87 CHAPTER 4: METHODOLOGY ............................................................................... 89 4.1 Chapter Introduction .............................................................................................. 89 4.2 Research Philosophy ............................................................................................... 90 4.2.1 Ontology Considerations ............................................................................. 90 4.2.2 Epistemology Considerations ...................................................................... 91 4.2.3 Ontology and Epistemology Employed ....................................................... 92 4.3 Research Approach ................................................................................................. 94 4.3.1 Research Approach Employed ..................................................................... 95 4.4 Research Design ...................................................................................................... 96 4.4.1 Research Design Employed ......................................................................... 97 4.5 Quantitative vs. Qualitative.................................................................................... 98 4.5.1 Data Collection Employed ......................................................................... 100 4.6 Sampling Method .................................................................................................. 102 4.6.1 Sampling Method Employed ..................................................................... 102 3 4.7 Data Collection ...................................................................................................... 105 4.7.1 Pilot study ................................................................................................ 106 4.7.1.1 Analysis of Pilot Study ............................................................. 110 4.7.2 Netnography ............................................................................................. 112 4.7.3 Semi-structured Interview ....................................................................... 117 4.7.3.1 Semi-structured Interview Topics ............................................. 121 4.8 Research Ethics ..................................................................................................... 123 4.9 Data Analysis ......................................................................................................... 126 4.9.1 Coding ...................................................................................................... 127 4.9.2 Template Analysis.................................................................................... 129 4.9.3 Research Credibility ................................................................................. 135 4.10 Chapter Summary............................................................................................... 136 CHAPTER 5: DATA ANALYSIS AND DISCUSSION .......................................... 137 5.1 Chapter Introduction ............................................................................................ 137 5.2 Effects of Religion in Fashion .............................................................................. 138 5.2.1 Religious Spectrum on Fashion ............................................................... 139 5.2.2 Religion versus Fashion Bloggers............................................................ 143 5.3 Muslim Fashion Interpretation............................................................................ 148 5.3.1 Fashion Acceptance and Rejection .......................................................... 148 5.3.2 Flexibility in Fashion ............................................................................... 152 5.3.3 Culture versus Fashion Bloggers ............................................................. 156 5.4 The Role of Social Media ...................................................................................... 159 5.4.1 Modest and Modern Fashion Information and eWOM ............................ 159 5.4.2 Fashion Opinion Seeking ......................................................................... 165 5.4.3 Fashion Product Reviews ......................................................................... 169 5.5 The Influence of Muslim Fashion Bloggers ........................................................ 174 5.5.1 Muslim versus International Fashion Bloggers ....................................... 174 5.5.2 Fashion Legitimisation ............................................................................. 183 5.5.3 Life Inspiration ......................................................................................... 190 5.5.4 Engagement with Fashion Bloggers ................................................................