Postmodernism, Ethnicity, and Celebrity Culture in Women’s Symbolic Consumption

Article


Gbadamosi, A. 2019. Postmodernism, Ethnicity, and Celebrity Culture in Women’s Symbolic Consumption. International Journal of Market Research.
AuthorsGbadamosi, A.
Abstract

While postmodernism and celebrity culture are closely linked, research attention on this has not been adequately synthesised with ethnic minority groups. Hence, this paper, which is rooted in an interpretive research paradigm, explores the symbolic consumption of Black African women in the UK with specific reference to celebrity culture. Although the study shows some purchase decisions based on products’ functionality, generally, it shows the robust interplay of personal, cultural, social and commercial factors in the symbolic consumption of these women. This is shown to be linked to the prevalent celebrity culture in the society. They consume to enhance their self-esteem and keep up with the societal trend in the host environment. Hence, the notion of acculturation features prominently in their consumption. The paper extends the discourse on the extant ethnic minority studies and augments the current knowledge about symbolic consumption especially with reference to Black African women.

KeywordsCelebrity culture; Women; Symbolic consumption; Black African; Gender; United Kingdom
JournalInternational Journal of Market Research
ISSN1470-7853
Year2019
PublisherSAGE Publications (UK and US)
Accepted author manuscript
License
File Access Level
Anyone
Digital Object Identifier (DOI)doi:10.1177/1470785319868363
Web address (URL)https://doi.org/10.1177/1470785319868363
Publication dates
Online13 Aug 2019
Publication process dates
Accepted17 Jul 2019
Deposited02 Aug 2019
Copyright holderSAGE Publications
Additional information

Gbadamosi, A., Postmodernism, Ethnicity, and Celebrity Culture in Women’s Symbolic Consumption, International Journal of Market Research (Journal Volume Number and Issue Number) pp. xx-xx. Copyright © 2019 SAGE Publications. DOI: 10.1177/1470785319868363.

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