• ZAWED AKHTAR
• PRACHI KHETAN
• MD SAJID ALI
• MOHD SAIF

This study explores the adoption of social commerce among Gen Z female consumers, focusing on the impact of social support and social risk factors. The research aims to understand the influence of these factors on the decision-making process of Gen Z women in regard to purchasing products through social media platforms. The study is expected to provide insights for marketers and businesses to understand the target audience better and develop effective strategies for promoting social commerce.

Social Support, Social Risk, Attitude, Subjective Norms, Perceived Behavioral Control, Adoption Intention, E-Commerce

"ADOPTION OF SOCIAL COMMERCE AMONG GEN-Z FEMALE: A STUDY OF SOCIAL SUPPORT & SOCIAL RISK FACTOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 1, page no.f257-f274, January-2023, Available :http://www.jetir.org/papers/JETIR2301536.pdf

"ADOPTION OF SOCIAL COMMERCE AMONG GEN-Z FEMALE: A STUDY OF SOCIAL SUPPORT & SOCIAL RISK FACTOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 1, page no. ppf257-f274, January-2023, Available at : http://www.jetir.org/papers/JETIR2301536.pdf