Consuming luxury

: a gendered Saudi discourse

Abstract

This research study aimed to understand how Saudi women conceptualise luxury and approach luxury consumption while determining how their conceptualisation and attitudes towards it interact with their gender identity.

The study employed an interpretive/inductive approach, utilized netnography, the application of Nvivo for identification of themes, and applied three theories—Social Role Theory, Consumer Culture Theory, and Transformative Consumer Research—to achieve its aims through a thorough literature review and detailed findings discussion.

The finding of this study revealed a clear distinction between conventional and unconventional luxury, encompassing emotional, financial, aesthetic, religious, and independence aspects. Thematic analysis identified themes related to luxury consumption, including attitudes toward conspicuous consumption, motivation, and post-purchase sentiments. Additionally, Snapchat emerged as a distinct form of unconventional luxury, influencing individual identity expression, freedom, and religious practice.

The researcher feels that the conducting of the research has not only resulted in the answering of the research aim and objectives but also contributed to (1) knowledge and understanding of unconventional luxury, (2) differentiation between conventional and unconventional luxury services, (3) extension of Consumer Culture Theory and Transformative Consumer Research, (4) using netnography as a method to gain access to vulnerable groups, and (5) finding the unexpected role of Snapchat as a form of luxury both at the individual and collective level.

The outcomes of this research study will benefit social media mangers in targeting Saudi women consumers in the luxury product sector; Saudi women are present in several segments and the research study will help marketing and social media managers to develop their marketing plan. For academia the research study will open opportunities for examining, studying and analysing marginalised groups in conservative societies.

Thesis is embargoed until 31 July 2027.

Date of Award	Jul 2024
Original language	English
Awarding Institution	Queen's University Belfast
Sponsors	Saudi Electronic University
Supervisor	Hilary Downey (Supervisor) & Mark Palmer (Supervisor)