A Study on Purchase Frequency Levels in Social Networking Sites With Special Reference to Gender

N. Sarulatha () and Sasirekha
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N. Sarulatha: D.G. Vaishnav College, Assistant Professor & Head, BBA Department
Sasirekha: SRM Institute of Science and Technology, Dean, Faculty of Management

A chapter in Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023), 2024, pp 224-231 from Springer

Abstract: Abstract Advancements in technology has given rise to a novel online shopping phenomenon known as “social commerce”. Users share their insights, expertise and experiences as content creators. It provides business opportunity to leverage social media for understanding customers and engaging them. Companies gain substantial benefits and implement tailored strategies to effectively sway customer behavior. Past research suggests that there is gender-based distinctions in social networking sites. The research paper investigates how often people buy fashion items on social networking sites and explores any gender disparities in their shopping habits. Using a survey, the study utilizes a chi-square test to uncover the link between gender and the frequency of purchasing fashion items within six-month period. It reveals a noteworthy connection between gender and the regularity of buying fashion items on these platforms. Additionally, the study also highlights differences between genders in how frequently they make these purchases. The research offers insights to marketers aiming to devise strategies that account for how gender impacts purchasing frequency. There’s potential for more investigation within this stud to uncover gender differences across different social networking platforms and create tailored approaches for each site.

Keywords: Gender differences; Social commerce; Social networking sites (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-374-0_20

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