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This study investigates luxury consumption among Saudi mothers using a quantitative approach and a rich theoretical framework rooted in Veblen’s theory of conspicuous consumption. Structural equation modelling of data collected on a self-reporting questionnaire from 646 Saudi mothers reveals an unexpected social media influence among Saudi mothers that is strongly moderated by variables including extended self-value, brand value, and sociocultural expectations. These findings show that luxury consumption by Saudi mothers is more than a merely economic act. It signals social status, identity, and morals. The discussion and results offer valuable marketing insights tailored to Saudi consumer behaviour, especially within the digital world.

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Social Media’s Impact on Saudi Mother’s Luxury Consumption

  • 会议论文

  • 发表日期：

    2026年

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  • Walaa N. Bajnaid,
  • Rana A. Ramadan

摘要

This study investigates luxury consumption among Saudi mothers using a quantitative approach and a rich theoretical framework rooted in Veblen’s theory of conspicuous consumption. Structural equation modelling of data collected on a self-reporting questionnaire from 646 Saudi mothers reveals an unexpected social media influence among Saudi mothers that is strongly moderated by variables including extended self-value, brand value, and sociocultural expectations. These findings show that luxury consumption by Saudi mothers is more than a merely economic act. It signals social status, identity, and morals. The discussion and results offer valuable marketing insights tailored to Saudi consumer behaviour, especially within the digital world.