Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)

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

Authors
N. Sarulatha1, *, Sasirekha2
1Assistant Professor & Head, BBA Department, D.G. Vaishnav College, Chennai, India
2Dean, Faculty of Management, SRM Institute of Science and Technology, Vadapalani, Chennai, India
*Corresponding author. Email: sarulatha1811@gmail.com
Corresponding Author
N. Sarulatha
Available Online 20 February 2024.
DOI
10.2991/978-94-6463-374-0_20How to use a DOI?
Keywords
Gender differences; Social commerce; Social networking sites
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
20 February 2024
ISBN
10.2991/978-94-6463-374-0_20
ISSN
2352-5428
DOI
10.2991/978-94-6463-374-0_20How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - N. Sarulatha
AU  - Sasirekha
PY  - 2024
DA  - 2024/02/20
TI  - A Study on Purchase Frequency Levels in Social Networking Sites With Special Reference to Gender
BT  - Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)
PB  - Atlantis Press
SP  - 224
EP  - 231
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-374-0_20
DO  - 10.2991/978-94-6463-374-0_20
ID  - Sarulatha2024
ER  -