How Exposure to Consumerist Content on Instagram Shapes Economic and Symbolic Mate-selection Preferences in Women and Men

Subject Areas : Iranian Sociological Review

Amirhossein Haghparast ¹ , Mehrdad Navabakhsh ^{2 *} , Asemeh Ghasemi ³

1 - Ph.D. Student of Sociology, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Professor of Sociology, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor of Sociology, Science and Research Branch, Islamic Azad University, Tehran, Iran

Received: 2024-11-30 Accepted : 2025-01-08 Published : 2025-07-25

Keywords: Instagram, Consumerist content, Mate selection criteria, Economic criteria, Symbolic criteria, Gender differences.,

Abstract :

 

This study explores the impact of exposure to consumerist content on Instagram on mate selection criteria, focusing on economic and symbolic factors. With the growing influence of social media, understanding its role in shaping romantic preferences has become increasingly important. The primary objective of this research was to assess whether exposure to consumerist content on Instagram influences the prioritization of economic and symbolic criteria in partner selection.

 

A quantitative research design was employed, utilizing a survey method. The sample consisted of 400 students from the Islamic Azad University, Qods Branch, with data collected through a structured questionnaire. The questionnaire included scales measuring exposure to consumerist content on Instagram and various criteria for mate selection, including economic and symbolic factors. Descriptive and inferential statistical techniques, including Spearman’s correlation, were used for data analysis.

 

The findings revealed that exposure to consumerist content on Instagram significantly influenced the importance of both economic and symbolic criteria in mate selection. A moderate positive correlation was found between exposure to consumerist content and economic criteria, particularly among women. Additionally, exposure to consumerist content was significantly correlated with symbolic criteria, with men showing slightly stronger associations.

 

The results suggest that Instagram plays a significant role in shaping romantic preferences based on consumerist ideals. These findings highlight gender differences, with women more influenced by economic factors and men by symbolic ones. The study contributes to understanding how social media affects mate selection, with implications for both digital consumer culture and romantic decision-making.

 

References:

Persian sources
Afsharinia, K. (2014). The role of attachment styles and maladaptive schemas in predicting spouse selection criteria among female students. Counseling Research, 13(50), 5–29.
Asgharpour Masouleh, A. R., Kermani, M., & Baradaran Kashani, Z. (2017). Phenomenology of spouse selection among young women in Mashhad. Women in Culture and Art, 9(1), 49–71.
Bahmani, L., & Bostani, D. (2015). Media literacy and consumerism (Case study: Women residing in Shiraz). Social Development, 10(1), 187–212.
Haghparast, A., Navabakhsh, M., & Ghasemi, A. (2024). A sociological analysis of the representation of consumerist lifestyle on Instagram. Social Research Quarterly, 15(1), 46–75.
Heratian, A. A., Mousavi, M. S., Irshad Hosseini, H., & Janbozorgi, A. (2020). Design and development of a spouse selection criteria scale: Before and after marriage. Cultural Psychology, 4(2), 19–40.
Hosseini, M. R., Alinajad, M., & Pirinejad, M. (2018). Consumerism and sociological factors affecting it among the youth of Tehran. Contemporary Sociological Research, 7(13), 37–59.
Hosseinkhani, H., Janbozorgi, M., & Mehram, B. (2014). A review of spouse selection theories and their critique based on Islamic sources and psychology. Journal of Psychology and Religion, 7(1), 31–46.
Javaherchian, N., & Afshani, S. A. (2021). Consumer need creation: A qualitative exploration of changing consumption tastes among Yazdi youth on social media. Yazd Culture, 3(1), 53–80.
Kannani, M. A., Hamidifar, M., & Mohammadzadeh, H. (2016). Spouse selection and its criteria: A study among married men and women in the city of Rasht. Sociology of Social Institutions, 3(8), 237–264.
Mousavi, Y., & Ahmadi, T. (2013). The impact of urban commercial advertising on consumerism among women in Tehran. Social-Cultural Development Studies, 1(4), 99–123.
Rezadoost, K., Hashemi Sheikh Shabani, S. E., & Shirazi, Z. (2020). The relationship between virtual social networks and consumerism with students' clothing styles (Case study: Female high school students in Mahshahr). Sociology of Lifestyle, 6(15), 79–122.
Saadati, M., Mashhadi-Miqani, Z., Jahangiri, A., & Narimani, S. (2020). A study of the relationship between information and communication technologies and consumerism (Case study: Employees of Arak University of Medical Sciences). Sociology of Lifestyle, 6(15), 287–327.
Shadloo, N., Masoudi, H., & Amirbeik, M. (2022). Manifestations of conspicuous and distinction-oriented consumerism on Instagram. Strategic Communication Studies, 2(1), 69–86.
Tajabadi Farahani, M., Shakerbeigi, A., & Mohajeri, A. (2019). The relationship between the function of virtual social networks and spouse selection methods. Social Work Research Journal, 6(19), 167–204.
Talebi Delir, M., & Akbari, H. (2014). Media and consumerism. Interdisciplinary Studies in Media and Culture (Media and Culture), 4(2), 123–150.
Yousefi, N., & Bagherian, M. (2012). Examining spouse selection criteria and marital burnout as predictors for couples seeking divorce and those wishing to continue their marriage. Family Counseling and Psychotherapy, 1(3), 284–301.
Zarean, M., & Chaboki, U. (2019). The relationship between consumerism, commodification of humans, and fluidity of love in marital life. Women in Development and Politics, 16(4), 483–498.

English sources
Chen, Q., Wang, Y., & Ordabayeva, N. (2023). The mate screening motive: How women use luxury consumption to signal to men. Journal of Consumer Research, 50(2), 303–321. https://doi.org/10.1093/jcr/ucac034
Ho, H., Shin, W., & Lwin, M. O. (2019). Social networking site use and materialistic values among youth: The safeguarding role of the parent-child relationship and self-regulation. *Communication Research, 46*(8), 1119–1144. https://doi.org/10.1177/0093650216683775
Irmer, A., & Schmiedek, F. (2023). Associations between youth’s daily social media use and well-being are mediated by upward comparisons. Journal of Applied Social Psychology, 53(1), 123-145.
Luna-Cortés, G. (2017). The influence of symbolic consumption on experience value and the use of virtual social networks. *Spanish Journal of Marketing - ESIC, 21*. https://doi.org/10.1016/j.sjme.2016.12.005
Smaliukiene, R., Kocai, E., & Tamulevičiūtė-Šekštelienė, A. (2020). Generation Z and consumption: How communication environment shapes youth choices. Media Studies, 11(22), 24-45.
Wilska, T.-A., Holkkola, M., & Tuominen, J. (2023). The Role of Social Media in the Creation of Young People’s Consumer Identities. Sage Open, 13(2). https://doi.org/10.1177/21582440231177030