Explaining the approach of women's consumerism in social networks: the study of Instagram

Articles in Press

Document Type : Original Article

Authors

1 Department of Communication, Central Tehran Branch, Islamic Azad University, Tehran, Iran

2 Academic staff of the Faculty of Social Sciences; Communication and media of Islamic Azad University, central Tehran branch

10.22034/cbsj.2025.140355.2644

Abstract

The current research has been explained using a qualitative-quantitative approach with the aim of analyzing women's consumerism on the Instagram network. Qualitative analysis of the research with the help of critical semiotics (Saussure model) of profile pictures and posts posted by active female users on the Instagram social network and quantitative analysis using the collected data and importance-performance analysis and using SPSS22 software. And Nvivo is done. The statistical population of the current research is all active female users on the Instagram social network who have more than K2 (2 thousand people) followers. In this research, due to the lack of access to a specific sampling frame and the dispersion of the desired statistical population in the Instagram network and the impossibility of studying the entire population, as a sample, the number of users selected in this network should have at least 200 female members in order to be able to Choose the right sample and analyze enough information. In other words, 5775 posts of the mentioned users were selected and analyzed as samples. Based on the findings obtained for material values, the components of exhibited trips and exhibited places have been assigned the highest frequency. In the issue of women's consumerism, the transformation of consumerism into social and cultural value is the most important.

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Main Subjects

Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 14 September 2026

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