Dhaigude, S.A.Mohan, B.C.2026-02-082025Navigating Gender Identity in India: Social and Cultural Perspectives on Gender Sustainability, 2025, Vol., , p. 81-9397818370819509781837081943https://doi.org/10.1016/j.ortho.2025.101134https://idr.nitk.ac.in/handle/123456789/33458This 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.Genderloyaltyplatform prefer-enceshopping behaviorsocial commercesocial connectionsword-of-mouth