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Alenezi, Sharifa (2024) The Impact of Social Media Marketing on Consumer Buying Behaviour: A Case of Kuwaiti’s Male Grooming Retail Market. PhD thesis. SOAS University of London. DOI:

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This research explores male grooming, focusing on cultural norms, social media, and individual perspectives. It studies the psychological and social aspects of men's grooming routines, along with self-identity, appearance, and hygiene. It also examines how grooming enhances Kuwaiti men's self-expression, self-esteem, and social acceptance. This study investigates self-grooming trends among Kuwaiti males, focusing on personal appearance. Using interviews and fieldwork, it examines the factors shaping grooming choices, including challenges, preferences, and motives. The research explores the influence of social media platforms such as YouTube, Instagram, and Snapchat on male grooming, including the global spread of grooming practices, celebrity endorsements, and personal care routines. The findings reveal that Kuwaiti men's grooming habits are shaped by social media influencers, including celebrities, retailers, and cosmetic surgeons, as well as the influence of women sharing information through the same channels. Additionally, the results suggest that factors such as self-perception, self-esteem, evolving societal norms, and peer influence significantly impact male grooming behaviour. This research provides important insights into men's grooming trends in Kuwait, influenced by factors such as cultural background and social media. It offers valuable data for strategies in advertising, archival preservation, and societal development, considering various influences including societal norms, economy, Western culture, religion, women's habits, education, and social media. The findings enhance our understanding of male grooming and are beneficial for professionals, researchers, and policymakers

Item Type: Theses (PhD)
Keywords: Male grooming, social media, Celebrity Endorsement, Culture, Selfperception, Kuwait
SOAS Departments & Centres: Departments and Subunits > School of Finance & Management
SOAS Research Theses
Supervisors Name: Senija Causevic
DOI (Digital Object Identifier):
Date Deposited: 20 May 2024 11:13

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