Consequences of TV morning show consumption among female muslim millennials in Pakistan during COVID-19: Based on the stress–strain model

The primary aim of this research is to examine what makes millennial Muslim females more materialistic and less satisfied with their lives in Pakistan during the COVID-19 pandemic. In today’s world, investigating the underlying mechanism of the exponential increase in Muslim female materialism tendency is considered a worthwhile problem. Therefore, the current research develops a theoretical model based on the stress–strain model. It uses the framework to test the impact of morning TV show consumption on Muslim females’ life satisfaction, social consumption, and compulsiveness through the mediation of materialism in COVID-19. Structural equation modeling (SEM) was used. The data was collected through the mall intercept survey method from 720 millennial Muslim females. During COVID-19, the study findings revealed that high viewing of morning TV shows appears to be a significant determinant that leads to high materialism, which results in highly negative outcomes (i.e., compulsive buying, social consumption, and less satisfaction). Moreover, the results found that materialism mediated the relationship between morning TV show consumption and three studied outcomes.