Systematic Literature Review on the Influence of Social Media on Women’s Consumption in China

Abstract

The rapid advancement of digital technology has facilitated the convergence of commerce and social media, transforming patterns of consumer behaviour worldwide. In China, this transformation has given rise to the so-called “Her economy,” reflecting women’s growing purchasing power and influence in shaping market trends. This study systematically reviews the literature on the influence of social media on women’s consumption by applying the PRISMA framework to identify, screen, and select relevant studies. A total of 43 articles published between 2020 and 2025 were examined through thematic analysis to synthesise key findings. The review shows that social media provides women with new spaces for self-expression, product evaluation, and more informed decision-making, thereby contributing to consumer empowerment. At the same time, however, women remain subject to gendered marketing strategies that risk reinforcing stereotypes and alienating their diverse needs and desires. Findings further indicate that the dynamics of women’s consumption in China are shaped by the interplay between digital platforms, consumer agency, and commercial practices, which reflects both empowerment and constraint. Despite these insights, current studies display limited engagement with post-feminist perspectives that could illuminate how gender norms continue to influence digital consumption. Methodologically, most research relies heavily on self-reported data, overlooking digital traces that capture consumers’ immediate responses to social media content. Future studies should therefore integrate survey methods with digital content analysis to provide a more comprehensive understanding of women’s consumption patterns in the digital era.

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