International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Psychological Drivers of Women’s Buying Behavior in Social Media Environments

Author(s) Ritesh Tiwari, Dr. Anuj Sharma
Country India
Abstract This article examines psychological drivers that shape women’s buying behaviour in social media environments. Drawing on established theories from social psychology and consumer behaviour (Theory of Planned Behavior; Elaboration Likelihood Model; Social Identity Theory; Social Comparison Theory), we develop a multi-mediator model where social influence, trust in influencers/peers, social presence, emotional gratification (enjoyment, hedonic motivation), Fear of Missing Out (FOMO), and self-congruity jointly influence purchase intentions and actual purchase behaviour. We propose that these effects are mediated by perceived usefulness and perceived trust, and moderated by product involvement and platform type (visual vs. text-based). The paper outlines a rigorous empirical strategy (survey with validated scales, structural equation modelling, bootstrapped mediation, multi-group tests) to test hypotheses, discusses expected findings and managerial implications, and identifies limitations and future research avenues. The contribution is twofold: (1) integrating multiple psychological constructs into a coherent model focused specifically on women in social media contexts; (2) offering actionable insight for marketers and platform designers to ethically harness social psychological drivers without exploiting vulnerabilities.
Keywords Women consumers; social media commerce; psychological drivers; FOMO; influencer trust; social presence; purchase intention; SEM
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-01-03
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E-ISSN 2582-2160
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