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

• 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/66864/15/66864%20abstract.pdf; http://irep.iium.edu.my/66864/; https://iiummediacomm.wixsite.com/ismec2018
• Institution: Universiti Islam Antarabangsa 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 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.