)Virtual Space and Its Impact on Shaping Women’s Consumer Culture: A Field Study in the City of Baghdad

Abstract

Observing societal trends clearly demonstrates a deterioration in women’s consumer taste, particularly reflected in the rise of ostentatious consumption of unnecessary goods and services to satisfy status-driven needs promoted by the virtual world and social media. These platforms subtly shape social stratification by creating a direct link between a product’s popularity and an individual’s social status, often disregarding the product itself and its actual necessity.Today, the virtual world profoundly influences all aspects of life, especially for women. It serves as a tool in shaping daily behaviors, projecting an idealized image of life, and promoting specific consumption patterns, including essential and luxury products. Consequently, women increasingly adopt a uniform consumer taste rather than a distinct personal preference.  This study seeks to answer key questions such as: To what extent does the virtual world influence consumption patterns and values? Its significance lies in understanding how the virtual world shapes women’s consumer identity. The study aims to examine the impact of the virtual world on women’s consumer culture, employing a social survey methodology. The research was conducted in the city of Baghdad, with a purposive sample of 300 women. The findings indicate that a significant proportion of participants spend extended periods browsing virtual platforms, reflecting a shift in lifestyles and an increased reliance on the internet as a primary source for shopping, entertainment, and communication. Key recommendations include enhancing consumer awareness through awareness campaigns on television and social media, highlighting the risks of impulsive purchases and unplanned spending.