The Gender Dynamics of Facebook Commerce: Exploring Adoption Drivers Among French Women

Maria Mercanti-Guérin
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Maria Mercanti-Guérin: Université Paris 1 Sorbonne, Paris, France

European Journal of Marketing and Economics Articles, 2025, vol. 8

Abstract: This study examines the emerging phenomenon of Facebook Commerce (F-commerce) through a gender-specific lens, focusing on French female consumers' adoption patterns. As social commerce transforms traditional e-commerce by integrating peer-to-peer influence mechanisms, we investigate how women navigate the intersection of social media interactions and purchasing decisions. Our research employs a mixed-methods approach combining a survey of 327 French female e-shoppers with an in-depth case analysis of La Redoute's F-commerce initiatives. Findings reveal three critical adoption drivers: (1) relational trust in recommenders (reported by 68% of respondents), (2) perceived enhancement of social capital (noted by 57%), and (3) value congruence with personal shopping identities (identified by 72%). The study uncovers that French women demonstrate 42% higher engagement with peer recommendations compared to algorithmic suggestions, particularly for fashion (78% of transactions) and beauty products (65%). However, 63% express reservations about overt promotional content in social feeds, preferring subtle, experience-based endorsements. We develop a framework mapping the social commerce acceptance journey, highlighting how trust-building phases and community validation moderate purchase intent. These insights offer retailers actionable strategies for designing gender-sensitive F-commerce experiences that balance social connectivity with commercial objectives in the French market.

Keywords: Social commerce adoption; Facebook marketing; gender and technology; peer influence; digital consumer behavior; French e-commerce; trust in social media; women's shopping preferences (search for similar items in EconPapers)
Date: 2025
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