Sociological Studyof the relationship between Facebook Social Network and Fashionism in Women of Tabriz City

In the presentage, modern information and communication technologies which have resulted in fading spatial and temporal borders, have caused the expansion of personal values among cultures which have the possibility of presenting more of these values in the world. Virtual social networks such as Facebook are among the most important instruments of promoting such cultural values in societies. In the present study the effect of Facebook Social Network on the fashionism of girls and women of the city of Tabriz is studied. The study was conducted using a survey research with the instrument of a researcher-made questionnaire distributed among 15 to45yearold women in Tabriz in 2014 with relying on the Structuration Theory of Giddens, Cultivation Theory, and Satisfaction Theory. The sampling method was the stratified sampling. Findings of the present study indicates that, there is a significant and positive correlation between the duration of membership of users in Facebook, the degree of using Facebook, purposive use of Facebook, the degree of participation and activity of users in Facebook and fashionism, and also, this social network plays a significant role in the tendency to fashionism among women and girls.