Gender Dynamics in Social Commerce: Shaping Platform Preferences and Shopping Behavior

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dc.contributor.authorDhaigude, S.A.
dc.contributor.authorMohan, B.C.
dc.date.accessioned2026-02-08T16:49:45Z
dc.date.issued2025
dc.description.abstractThis 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.
dc.identifier.citationNavigating Gender Identity in India: Social and Cultural Perspectives on Gender Sustainability, 2025, Vol., , p. 81-93
dc.identifier.isbn9781837081950
dc.identifier.isbn9781837081943
dc.identifier.urihttps://doi.org/10.1016/j.ortho.2025.101134
dc.identifier.urihttps://idr.nitk.ac.in/handle/123456789/33458
dc.publisherEmerald Publishing
dc.subjectGender
dc.subjectloyalty
dc.subjectplatform prefer-ence
dc.subjectshopping behavior
dc.subjectsocial commerce
dc.subjectsocial connections
dc.subjectword-of-mouth
dc.titleGender Dynamics in Social Commerce: Shaping Platform Preferences and Shopping Behavior

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