Gender Dynamics in Social Commerce: Shaping Platform Preferences and Shopping Behavior
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Date
2025
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Emerald Publishing
Abstract
This study explores the role of gender in shaping social commerce (SC) shopping behavior and outlines five key propositions. As SC platforms like Instagram, Facebook, YouTube, Snapchat, TikTok, and WhatsApp gain prominence, understanding how gender impacts consumer preferences, engagement, and purchasing decisions is crucial for businesses and mar-keters. The study proposes five key propositions based on the literature review to understand better how gender dynamics affect consumer behavior in the evolving SC landscape. © 2026 Dhishna Pannikot. All rights reserved.
Description
Keywords
Gender, loyalty, platform prefer-ence, shopping behavior, social commerce, social connections, word-of-mouth
Citation
Navigating Gender Identity in India: Social and Cultural Perspectives on Gender Sustainability, 2025, Vol., , p. 81-93