How the social media impact women's psychological well-being in the patriarchal structure? The moderating effect of social capital.

BACKGROUND: Despite technological, political and economic progress, Pakistan is still a traditionally patriarchal society, and cultural norms curb women's freedom of socialization, which contributes to poor mental health. The digital technology spaces are rampant with male dominance, and offline cultural behaviours are replicated. Therefore, the current research in Pakistan intends to focus solely on women, their social media uses and the consequent impact on their psychological well-being. Furthermore, the mediation role of social capital is explored, which is linked to women's socialization. In virtual communication, women can expand their connection or remain limited to known people. METHODS: An online survey collected 240 responses from women social media users. The questionnaire was divided into demographics, social media use patterns like access, online time, frequency of use, social media uses, online social capital and psychological well-being. The obtained responses were statistically analyzed using Smart PLS. RESULTS: Pakistani women use social media extensively; however, their uses are culturally influenced. The women use social media and socialize online but do not openly disclose their personalities and emotions to extend the connection. They seek information only from acquaintances and do not trust newly developed online contacts. Therefore, the mediation role of bonding social capital is significant, referring to the importance of close ties and trust in psychological well-being. Though virtual spaces provide an opportunity for bridging social capital, women use social media for socialization; however, it doesn't contribute to women's psychological well-being. CONCLUSION: Despite the higher penetration of digital technologies, cultural power still rules in developing countries like Pakistan. Social media uses are gender- and culturally specific, contributing to psychological well-being and developing social capital. The results from Pakistani society recommend ensuring a secure digital experience for women to get maximum benefits from social media and enhance their psychological well-being.

Do Privacy Stress and Brand Trust still Matter? Implications on Continuous Online Purchasing Intention in China.

The COVID-19 pandemic has given rise to unprecedented transformations in consumer behaviour. Less is known about how consumers react to privacy stress while being compelled to continuously purchase online during the pandemic. Therefore, underpinned by the stimulus-organism-response (SOR) theory, this paper aims to examine the impacts of perceived Internet risk, self-efficacy, privacy stress, and trust on consumers' continuous purchasing intention in China. Few studies have examined the mediating roles of privacy stress and brand trust in continuous purchasing intention. This research thus adds value by exploring the underlying mechanisms that explain how these factors affect purchasing intention where consumers have little choice but to make purchase online continuously. It employs a quantitative research design and uses a survey questionnaire to collect data. A total of 535 consumers responded and the data were analysed via PLS-SEM. We found mixed results for the direct and indirect paths. Perceived Internet risk, platform trust, and self-efficacy showed significant impacts on privacy stress and brand trust. While brand trust had a significant impact on continuous online purchase intention, contrary to previous literature, privacy stress did not. Moreover, while brand trust was found to be a significant mediator, privacy stress exerted no mediating effect. The results assist marketing practitioners, organizations, and policymakers in improving consumers' online shopping experience in uncertain times by addressing the issues of trust and privacy. Specifically, we provide the foundation for future policies and strategies that build consumers' trust and secure consumers' privacy, especially in highly uncertain contexts.