Social Media As an Empowering Tool For Mothers: Evidence From India and the United States

In this paper we aim to understand the critical role of empowerment, shaped by the use of social media, on mothers and their investment in children’s education. Through data collected in both India and the United States, we find that mere presence on social media increases empowerment thus educational outcomes.


Akshaya Vijayalakshmi and Meng-Hsien (Jenny) Lin (2020) ,"Social Media As an Empowering Tool For Mothers: Evidence From India and the United States", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 305-307.


Akshaya Vijayalakshmi, Indian Institute of Management Ahmedabad, India
Meng-Hsien (Jenny) Lin, California State University Monterey Bay, USA


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


G5. The Phenomenon of Brand Noise and Related Consumer Preferences in the Luxury Industry

Daria Erkhova, University of Bern
Elena Ehrensperger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA
John Zhang, University of Pennsylvania, USA

Read More


The Ritualistic Dimension of Microlending

Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile

Read More


Search Predicts and Changes Patience in Intertemporal Choice

Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.