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This is a Content Analysis study.

December 8, 2025Open Access

Women’s representation on Instagram: fashion influencers from GCC and non-GCC countries

Key Points

Body image portrayal varies significantly between GCC and non-GCC influencers, with modest attire prevalent in the GCC.
Stereotypes of self-presentation highlight cultural nuances, suggesting variances in feminine expression across regions.
Quantitative content analysis of 550 posts from fashion influencers shows key differences in body revelation and modesty.
Study calls for culturally sensitive marketing, pointing to the reinforcement of stereotypes despite regional differences.

Abstract

Abstract Purpose This study examines the portrayal of body image, sexual objectification, and stereotypes in top fashion social media influencers from Gulf Cooperation Council (GCC) and non-GCC countries on Instagram. Design/methodology/approach A quantitative content analysis was conducted on 550 Instagram posts from leading fashion influencers. Findings GCC influencers predominantly wore modest attire (81.3 % non-revealing dresses), with 50 % wearing hijab/niqab/shaila. Despite limited body revelation, they expressed sexuality through feminine touches (43 %, highest in Oman) and suggestive poses (20.3 %, highest in Kuwait). Non-GCC influencers showed higher body revelation, with slightly revealing (48.4 % in Iraq) or moderately revealing dresses (10.4 % in Libya/Iran). Provocative attire was common (23.2 %, especially in Iran), along with long hair (66.8 %). The decorative object stereotype dominated in both regions (GCC: 87 %; non-GCC: 94 %). Caretaker (GCC: 9.3 %; non-GCC: 4.4 %) and dependent stereotypes (GCC: 3 %; non-GCC: 1.6 %) were less prevalent. Practical implications This study provides insights for brands and policymakers on cultural nuances in self-presentation across Middle Eastern regions. Highlights how modest attire coexists with subtle sexual expression, informing culturally sensitive marketing strategies. Social implications reveals persistent cross-cultural reinforcement of the “decorative object” trope in fashion influencing, potentially perpetuating reductive femininity standards despite regional differences in modesty practices. Originality/value This study is the first comparative analysis of objectification and stereotypes among GCC versus non-GCC fashion influencers, quantitatively documenting how cultural modesty norms interact with sexualized presentation in social media.

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