How Social Media Shapes Buying Decisions of Women: Evidence from Consumer Surveys

Author(s)	Ritesh Tiwari, Dr. Anuj Sharma
Country	India
Abstract	This study investigates how social media usage influences the buying decisions of women. Drawing on a cross-sectional consumer survey (self-administered online questionnaire), the research examines relationships between social media engagement (frequency, platform use), content types (reviews, influencer posts, ads), psychosocial mediators (trust, perceived usefulness, social norms), and purchase outcomes (information search, purchase intention, impulse buying). The paper presents the theoretical framing, measurement approach, and an analysis plan suitable for Scopus-indexed empirical work. Practical implications for marketers, policy-makers and platform designers are discussed
Keywords	Social media, women consumers, purchase decision, influencer marketing, online reviews, consumer surveys
Published In	Volume 6, Issue 1, January 2025
Published On	2025-01-04

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