*This article explores the intended use and meaning of the hijab as a personal branding tool for Muslim users of an online matchmaking service. We analyze the motivations of male and female Muslim consumers for mobilizing the symbolism of the hijab as they construct online identities. We ask whether including information about 'willingness to wear the hijab' is motivated primarily by a desire to comply to normative rules of conduct or by an instrumental attitude driven by a desire to effectively build and communicate a personal online brand. Our results indicate that the meaning of the hijab is not fixed and uncontested but is dependent on the historical and social context of insertion. In the context of an online matchmaking site, the motivation to mobilize the hijab is predominantly instrumental. In addition, women are more likely to use the hijab for personal branding than men, whose motivation to mobilize the veil's cultural and traditional symbolism prevails. In accordance with previous research, we find that a higher degree of education reduces the likelihood of men and women to use the hijab in order to conform to community norms.
IntroductionConservative Muslims living in Western societies face a unique set of challenges as they attempt to conserve a sense of cultural and ethnic identity in a world characterized by change, high mobility, and multiculturalism. Close-knit, traditional communities like the Shia Muslims in North America directly experience the dissolving effects of modernity as their young members are either no longer able to easily locate and meet partners for marriage within their own population or sometimes prefer to find them outside the community (Mawjee, 1998). Mobility and spatial dispersion typical of modern urban life add another layer of complexity. The matchmaker-the traditional facilitator of love in Shia Muslim communities-has either disappeared or lost its monopoly status as the means for finding a life mate among Westernized Muslim youth. Like for their non-Muslim peers, the Internet has gained widespread ----- The new medium, however, has its problems. Conservative communities such as the Shia have elaborate and highly scripted customs that govern the development of social relationships between men and women. Online matchmaking sites must be able to reproduce a generally acceptable environment for socializing that honors the community's cultural and religious statutes and norms. With respect to the love seekers, the new medium requires a whole new language with which to construct a desirable and marketable digital persona.In this paper, we explore the use and meaning of the hijab 1 as a personal branding tool (Spillane, 2000) for Muslim consumers participating in an online matchmaking service. Specifically, we examine the motivations of male and female Muslim consumers to mobilize the symbolism of the hijab for the construction of a desirable and 'marketable' digital identity. We pursue two main research questions. First, we examine whether including information about 'willin...