Social Media Engagement of Women: Structural Equation Modelling of Five Factor Construct in Indian Context

Nowadays, it is hard to imagine life without social media. Almost half of the users are women engaged in social media. However, the social media engagement of women differs from that of the male community; there is no considered comprehension of this phenomenon. This study has been conducted on Indian women in India’s Delhi-National Capital Region. Exploratory and confirmatory factor analyses have generated five discrete dimensions: action and participation, usage intensity, socialisation, attitude and learning and experience. The study findings exhibit high consistency among its five subscales, whereas the composite framework was a perfect model fit. No other study has confirmed that women’s engagement is a different phenomenon. The outcome is helpful for individuals, researchers and organisations to deeply understand women’s engagement in social media for various purposes like awareness, social services and even commercial purposes.