The Effect of Social Media on Consumers’ Westernization, Lifestyle Dimensions, and Materialism in the Arabian Gulf: The Case of Kuwait

Abstract

This study examined the influence of social media usage on lifestyle, westernization, and materialism among Kuwaiti consumers. Findings showed that Kuwaiti respondents' social media usage was moderate. Data analysis revealed a significant impact of social media engagement on several aspects of consumer lifestyle, including increased online impulsive buying and social comparisons, as well as a decline in body image satisfaction. Results also indicated that social media usage had a positive impact on materialism and westernization among Kuwaiti respondents.

Keywords: Social Media Involvement, Materialism, Westernization, Kuwaiti Consumers, GCC Lifestyle, Online Impulsive Buying, Social Comparisons, Body Image Satisfaction.

DOI: 10.7176/JMCR/95-07

Publication date:December 31^st 2025