Measuring Social Media’s Impact on Impulse Buying Behavior

Year : 2025 | Volume : 12 | Issue : 01 | Page : 14 22
    By

    Hitanshi Goel,

  • Nidhi Sharma,

  1. Student, Department of Management Studies, Rukmini Devi Institute of Advanced Studies, Delhi, India
  2. Associate Professor, Department of Management Studies, Rukmini Devi Institute of Advanced Studies, Delhi, India

Abstract

This study investigates the influence of social media on impulse buying behavior, focusing on how various platforms drive spontaneous purchases and the psychological and demographic factors that contribute to this behavior. Using a mixed-method approach, the research combines quantitative surveys with qualitative insights to offer a comprehensive analysis. We explore how different types of content, such as targeted advertisements, influencer endorsements, and user-generated media, impact consumer impulses. The study examines the role of emotional triggers and cognitive biases in shaping purchasing decisions made through social media channels. Our findings reveal a significant correlation between social media exposure and increased impulse buying, with demographic factors such as age, income, and gender acting as moderators of this relationship. Additionally, the research highlights the role of consumer attitudes toward brand authenticity and trust in shaping purchasing behavior. These results are valuable for marketers looking to optimize digital strategies, providing insights on how to engage consumers effectively. However, the study also raises important ethical considerations regarding data privacy and consumer trust, urging marketers to balance marketing effectiveness with responsible practices in the digital landscape.

Keywords: Social media, impulse buying, fear of missing out (FOMO), social media communities (SMCs), marketing strategies

[This article belongs to Journal of Multimedia Technology & Recent Advancements ]

How to cite this article:
Hitanshi Goel, Nidhi Sharma. Measuring Social Media’s Impact on Impulse Buying Behavior. Journal of Multimedia Technology & Recent Advancements. 2025; 12(01):14-22.
How to cite this URL:
Hitanshi Goel, Nidhi Sharma. Measuring Social Media’s Impact on Impulse Buying Behavior. Journal of Multimedia Technology & Recent Advancements. 2025; 12(01):14-22. Available from: https://journals.stmjournals.com/jomtra/article=2025/view=193124


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Regular Issue Subscription Review Article
Volume 12
Issue 01
Received 04/11/2024
Accepted 02/12/2024
Published 08/01/2025
Publication Time 65 Days
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