Keywords
Women consumers
Self-esteem
Social comparison
Emotional well-being.
How to Cite
Abstract
The rapid raise of digital technologies has significantly transformed consumer habits, establishing online shopping as a dominant mode of consumption. This review critically examines the relationship between online consumerism and women’s self-esteem, discussing both positive and negative psychological effects. Grounded in frameworks like, Rosenberg’s Self-Esteem Model, Sociometer Theory, and Social Comparison Theory, analyzing the psychological, sociocultural, and consumer behavior aspects. This review explores how digital platforms, and different forms of marketing, algorithmic targeting, influencer marketing, and aspirational branding shape women’s self-perception, identity formation, and emotional regulation. Online shopping positively stimulates, self-expression, and perceived control, offering instant validation on self-esteem and a sense of empowerment among women who indulge in it. However, constant exposure to idealized images, social comparisons with their ideal figures, and compulsive purchasing behaviors can exacerbate body dissatisfaction, psychological and emotional reliance, and diminished self-esteem. In the emerging study of consumer behaviour, this review identifies significant gaps in the current body of work, including the overrepresentation and the uncoerced infliction of Western culture on women, the lack of intersectional and longitudinal studies, and limited exploration of emerging technologies such as AI shopping assistants and augmented reality. By addressing these gaps, this future research can further research the dual role of online consumerism as both an instrument of empowerment and a source of social and psychological pressure. The paper highlights the importance of inclusivity, culturally sensitivity, and psychologically informed approaches to digital consumer experiences, especially in the case of women, further elaborating on the digital consumer policies.
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