The Role of Islamic Culture on Product Designs and Use of Social Media Marketing in the Fashion Industry: Case Study in Saudi Arabia

Social media marketing (SMM) in Muslim countries has become increasingly ubiquitous as part of the fashion industry wherein it has been used as a tool to facilitate the interaction between brands and consumers (Baazeem, 2020). Due to the recent popularity and apparent marketing efficacy, many brands adopted SMM into their marketing strategies (Global Media Insights, 2021). Examining the history of various Muslim nations reveals that Islamic culture has often played a pivotal role in shaping individual behavior and attitudes. This has proven especially true in relatively conservative countries like Saudi Arabia. Saudi Arabia is well known for its strong cultural norms with deep roots in both Islamic and tribal traditions. There is growing evidence that the prevailing Islamic culture in Saudi Arabia has seen rapid changes since Saudi Vision 2030 was first introduced in 2016. Despite the growing relevance of marketing researching regarding Islamic culture, little literature has focused on elaborating its various components and the differing influences from one country to the next. Thus, the purpose of this chapter is to provide a brief overview on the largest facets of cultural influence in Saudi Arabia, while exploring the extent to which Islamic culture impacts product designs and the way that SMM is applied in the country. A semi-structured interview adopting a thematic analysis approach was implemented with ten Saudi designers between the ages of 30–40 with five to seven years of experience in the fashion sector to explore the impact Islamic culture on SMM usage. The findings reinforce the importance of understanding Islamic culture before using SMM in Saudi Arabia. The finding provides important insights for marketers hoping to target Muslim consumers through social media platforms.