scholarly journals The Impact of Social Media on Impulse Buying Behaviour in Hyderabad Sindh Pakistan

2019 ◽  
Vol 2 (2) ◽  
pp. 8-12 ◽  
Author(s):  
Aliz Ahmed Khokhar ◽  
Pir Abu baker Qureshi ◽  
Farman Murtaza ◽  
Abdul Ghafoor Kazi
Keyword(s):  
Social Media ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Network Marketing ◽  
Factors Affecting ◽  
Online Retailers ◽  
Impulsive Buying ◽  
Buying Behaviour ◽  
The Impact ◽  
The Relationship

In the past few years, the interest in the impulsive buying behavior has been increase and it has provoked the interests of organizations and researchers to understand the psychological strengths behind this behavior. The main objective of this study was to study the impact of social media on Impulse buying behavior of customers in Hyderabad region and to analyze the important factors affecting impulsive buying behavior of customers. The research design of this study was explanatory and descriptive in nature. Regression Analysis was used to find the relationship between the variables (Social Network Marketing, Hedonic Motivation, electronic word-of-mouth, Trust and Impulsive Buying Behavior). The results showed that Social Media does have a positive and significant impact on the Impulsive Buying Behavior of the customers. Therefore, online retailers and marketers should understand the importance of social media for encouraging the online impulsive buying of the consumers.

scholarly journals ROLE OF FACEBOOK VIDEO ADVERTISEMENTS IN INFLUENCING THE IMPULSIVE BUYING BEHAVIOR OF CONSUMERS

2020 ◽  
Vol 11 (10) ◽  
pp. 231-246
Keyword(s):  
Social Media ◽  
Service Providers ◽  
Primary Data ◽  
Buying Behavior ◽  
Descriptive Research ◽  
Impulsive Buying ◽  
Spss Software ◽  
Buying Behaviour ◽  
The Relationship

The purpose of this study is to empirically investigate the role of Facebook video advertisements in influencing the impulsive buying behaviour of consumers. Social media facilitates global interaction among its users through their experiences and ideas. Social media has today become one of the greatest marketplaces for products and service providers in promoting their brands. This study has developed a conceptual framework in order to identify how video advertisements influence the impulsive buying behaviour of consumers. The model has been tested empirically through the collection of quantitative primary data. The data has been collected from Indian consumers who have a Facebook account and use it frequently. Descriptive research design has been employed in this study. The collected data has been subject to statistical analysis through SPSS software. In addition to identifying the relationship between video advertisements and Impulsive buying behaviour of consumers, this study also attempts to examine the role of the demographic characters of the consumers in moderating the relationship between the proposed variables. The results of the study reveal that social media video advertisements influence the cognitive and affective aspects of impulsive buying behaviour of consumers. Further, the results revealed that the relationship between social media video advertisements and impulsive buying behaviour of consumers is moderated by the demographic characteristics namely age, gender and social status of the consumers.

scholarly journals Culture and Personality: A Examination of Impulsive Buying Behavior of Indian Consumers

2019 ◽  
Vol 8 (3S) ◽  
pp. 467-474
Keyword(s):  
Personality Traits ◽  
Big Five Personality ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Impulsive Buying ◽  
Indian Consumers ◽  
Unplanned Buying ◽  
Buying Behaviour ◽  
External Stimuli ◽  
The Impact

The leading objective of this paper is to unearth the influence of culture and personality of Indian consumers on their impulsive buying behaviour. A lot of research has been done to study the influence of external stimuli like advertisements and in-store promotions on consumers’ buying behaviour. This paper studies the influence of internal stimuli on impulse buying behaviour. Impulse buying is an unplanned buying or accidental behaviour of consumers. This paper tries to establish a relationship between different personality traits and accidental behaviour of consumers. The impact of Big Five personality traits and culture (Individualism and Collectivism) on the impulsive buying behavior is studied. Data has been collected from consumers using structured questionnaire on a five-point Likert’s scale. The data would be analysed through various statistical tools using SPSS.

scholarly journals Analyzing the Impact of Fashion Influencer on Online Impulsive Buying Behavior

2020 ◽  
Author(s):  
Najla Prihana Gunawan ◽  
Ir. Budi Permadi Iskandar
Keyword(s):  
Social Media ◽  
Diffusion Of Innovation ◽  
The Internet ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Diffusion Of Innovation Theory ◽  
Depth Interview ◽  
Impulsive Buying ◽  
Online Consumer ◽  
The Impact

As the internet has growth expeditiously, many people use the internet also for running their business and use one of the most powerful platforms on the internet, which is social media. To market their product, there are several ways to promote the product and to attract the customer such as by endorsing people that interested in fashion and can give influence to their followers, called Fashion Influencer. One of the main reason why people buy a product is because of the recommendation of fashion influencer on social media, people buy for something that they don’t intend to buy it. And the impulse buying behavior happens.This research aims to analyze and identify the impact of fashion influencer marketing on Instagram to customer impulsive buying behavior and related to the fashion style adopted by the online consumer using a diffusion of innovation theory. This research used a qualitative approach with a semi-structured and in-depth interview, and quantitative approach through a questionnaire to validate the data by knowing the percentage of consumer based on the sample was conducted. The result of coding interpretation and questionnaire shows that 80% of participants are adopting the fashion product and influenced by a purely specific influencer that leads to impulsive buying Results indicate that macro influencer affects the impulsive purchase of fashion product to early majority stage and self-updated stage. Micro influencer affects the impulsive purchase of fashion product to early adopter fashion adaptation stage and leads to pure impulsive buying of the consumer. Keywords: fashion influencer, fashion adaptation style, impulsive buying behavior, online shopping, diffusion of innovation

scholarly journals Impulse buying behaviour: an online-offline comparative and the impact of social media

2018 ◽  
Vol 22 (1) ◽  
pp. 42-62 ◽  
Author(s):  
Laura Aragoncillo ◽  
Carlos Orus
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Impulse Buying ◽  
Fashion Industry ◽  
Delayed Gratification ◽  
Content Type ◽  
Online Retailers ◽  
Buying Behaviour ◽  
Offline Channels ◽  
The Impact

Purpose This paper aims to explore the phenomenon of impulse buying in the fashion industry. The online and offline channels are compared to determine which is perceived as leading to more impulsive buying. Design/methodology/approach As the result of the literature review, three research questions are proposed and examined through an online self-administered survey with 212 valid responses. Findings Results show that the offline channel is slightly more encouraging of impulse buying than the online channel; factors that encourage online impulse buying explain this behaviour to a greater extent than do discouraging factors; social networks can have a big impact on impulse buying. Research limitations/implications Findings are limited by the sampling plan, the sample size and the measurement of some of the variables; only one product type is analysed. Further research is needed to confirm that shipping-refund costs and delayed gratification (traditionally, discouraging factors of online buying) encourage online impulse buying; clarify contradictory results regarding the role of online privacy and convenience. This research contributes to the validation of a scale to measure the influence of social media on impulse buying behaviour. Practical implications Offline companies can trigger the buying impulse to a greater extent than online retailers. Managers must carefully select social networks to encourage impulse buying, Facebook and Instagram being the most influential; Twitter has the least impact. Originality/value This study compares the impulse buying phenomenon in both the physical store and the internet. Moreover, the influence of social networks on impulse buying is also explored.

scholarly journals Impact of Personalized Social Media Advertising on Online Impulse Buying Behavior

2021 ◽  
Vol 1 (3) ◽  
pp. 12-25
Author(s):  
Huzaifa Aslam ◽  
Muhammad Rashid ◽  
Nouman Chaudhary
Keyword(s):  
Social Media ◽  
Conceptual Model ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Privacy Concerns ◽  
Online Retailers ◽  
Perceived Relevance ◽  
The Impact ◽  
Personalized Advertisement ◽  
Practical Implications

Personalization is used for marketing in social media by marketers and advertisers. So there is a great need to explore this phenomenon of personalization and online impulse buying behavior. This study examines the impact of personalized advertisement and its effects on online impulse buying behavior. This study is significant for online retailers and marketers. In this study, we developed a conceptual model. We then tested it while using different factors to know the power and impact of personalized advertisement on online impulse buying behavior through social media. We see perceived novelty and perceived relevance and online payment facility as mediators between personalized advertisement and online impulse buying behavior and privacy concerns as a moderator between payment facility and online impulse buying behavior. Developed a survey and filled it with 250 participants, then performed an analysis of correlation and regression; ten of the hypotheses of this study are supported by the finding of the results. And at the last chapter discussed the results and practical implications, and conclusion of the study.

The effects of cruise attributes on impulse buying behavior: the mediating role of impulsive buying tendency

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jookyung Kwon ◽  
Jiseon Ahn
Keyword(s):  
Service Providers ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Content Type ◽  
Mediating Role ◽  
Impulsive Buying ◽  
Positive Direct ◽  
The Relationship

Purpose This study aims to examine the effects of cruise attributes on impulse buying of service customers through impulsive buying tendency. Specifically, this study investigates whether service attributes (variety of selection and price) influence the impulsive buying behavior of customers by stimulating their impulsive buying tendency. Design/methodology/approach Partial least squares-structural equation modeling was used to test the hypothesis using a sample of 143 cruise customers. Mediating analysis was conducted to examine whether customer personal traits (impulsivity) mediated the relationship between service attributes and impulsive buying behavior. Findings The findings showed that price attributions had a significant positive direct impact on impulsive buying tendency and behavior, while a variety of selections had a significant direct effect on impulse buying behavior. The results revealed a significant mediating role of impulsive buying tendency in the relationship between price attributions and impulse buying. Originality/value Although studies on the decision-making style of service customers have been widely discussed, a limited number of studies has examined customers’ impulsive buying behavior in the service sector. Considering the importance of impulsive purchasing as a valuable marketing tool, the results of this study can help service providers and researchers enhance their knowledge of the mechanism of impulse buying behavior.

scholarly journals Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking

2021 ◽  
Vol 18 (21) ◽  
pp. 11116
Author(s):  
Shuyang Wang ◽  
Yun Liu ◽  
Yingying Du ◽  
Xingyuan Wang
Keyword(s):  
Systems Theory ◽  
Impulse Buying ◽  
Loss Of Control ◽  
Buying Behavior ◽  
Consumer Responses ◽  
Event Systems ◽  
Underlying Mechanisms ◽  
The Impact ◽  
The Relationship

Based on event systems theory, this study examined the impact of the COVID-19 pandemic on consumers’ impulse buying, as well as the underlying mechanisms and boundary conditions from the perspective of individual consumers. Results of three experiments (N = 437) show that, first, the COVID-19 pandemic enhanced consumers’ impulse buying behavior. Second, two key elements, loss of control and anxiety, mediated the relationship between the COVID-19 pandemic and impulse buying; and third, moderate thinking (also known as Zhong-Yong thinking) moderated the relationship between the COVID-19 pandemic and impulse buying. The findings indicate that in consumers with low moderate thinking, the COVID-19 pandemic has had a stronger effect on impulse buying and has mediated more between the loss of control and anxiety. Conversely, in consumers with high moderate thinking, COVID-19 has had a weaker effect on impulse buying and has mediated less between loss of control and anxiety. This study extends the application of event systems theory and enriches the literature on how the COVID-19 pandemic affects consumer behavior. Furthermore, it provides strategic recommendations for government and consumer responses to COVID-19 pandemic shocks.

scholarly journals Price Discounts and Fashion Involvement to Increase Online Impulsive Buying: Study Among Teenagers at Yogyakarta

2021 ◽  
Vol 2 (4) ◽  
pp. 239-250
Author(s):  
Dwi Wahyu Pril Ranto ◽  
Endang Hariningsih ◽  
Wahyu Eko Prasetyanto ◽  
Debby Mulya Oktafiani
Keyword(s):  
Regression Analysis ◽  
The Self ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Price Discounts ◽  
Impulsive Buying ◽  
Online Setting ◽  
Female Teenagers ◽  
The Relationship ◽  
Fashion Involvement

This study aims to examine the relationship between discount prices and fashion involvement with impulse buying. The self-administrated questionnaire was developed from the literature administered to 135 female teenagers in Yogyakarta. Multiple regression analysis was used to examine the relationship between discount prices and fashion involvement in impulse buying. The results showed a significant relationship between discount prices and price involvement with impulse buying among teenagers. This study provides valuable insights into teenage impulse buying behavior in an online setting, especially Shopee marketplace, with integrated price discounts and fashion involvement as the antecedent

The Impact of Culture on Impulse Buying Behaviour

2020 ◽  
Vol 11 (1) ◽  
pp. 71-71
Author(s):  
Fairuz Chowdhury ◽  
Melita Mehjabeen
Keyword(s):  
Cultural Context ◽  
Emerging Economy ◽  
Cultural Dimensions ◽  
Situational Factors ◽  
Target Market ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Specific Product ◽  
Buying Behaviour ◽  
The Impact

Beatty and Ferrell (1998) define impulse buying as a sudden and immediate purchase without pre-shopping intention to either buy a specific product or fulfill a task. Several studies have been conducted to understand the factors that encourage/ affect impulse buying (Lim and Yazdanifard, 2015). Muruganantham and Bhakat (2013) state impulse buyers are influenced by several factors that could be either related to the shopping environment, shoppers' traits, situational factors, or cultural factors. Cultural aspects of impulse buying can help both practitioners and researchers to develop a better understanding of impulse buying (Muruganantham and Bhakat, 2013; Park and Choi, 2013; Kacen and Lee, 2008). Typically, the focus of marketers has been only on the individualism/collectivism or power distance dimensions at the cultural level (Zhang et al., 2010; Shoham et al., 2015); therefore consumer behavior researchers call for further research that includes several dimensions of Hofstede's cultural model which may reveal essential insights about the understanding of consumers' impulse buying behavior (Park and Choi, 2013; Shoham et al., 2015). This paper fulfills this gap and explores the impact of culture on impulse buying behavior in an emerging economy like Bangladesh. The study also expands the understanding of the insights gained by considering all six cultural dimensions of Hofstede, which has not been previously conducted in the context of an emerging economy. Bangladesh, with a GDP growth rate of more than 6% over the last decade along with an increasingly growing affluent middle-class consumers, has become a hotspot of global companies as more and more of these companies are expanding to the Bangladesh market. Thus marketers need to have some comprehension of the cultural context of the target market to formulate the right marketing strategies. Keywords: Impulse Buying Behaviour, Culture, Emerging Economy

scholarly journals Does Education Affect the Online Impulse Buying in Millennials?

2020 ◽  
Vol 8 (2S12) ◽  
pp. 100-103
Keyword(s):  
Generation Y ◽  
Research Paper ◽  
Impulse Buying ◽  
Impulsive Buying ◽  
Buying Behaviour ◽  
The Impact ◽  
Buying In

The popularity and acceptance of online medium for buying and selling has increased both in terms of popular acceptance and widespread reach in every nook and corner of the country. A similar rise has been observed in the tendency of online impulsive buying behaviour too. Impulsive or impulse buying is unplanned and often done in a fraction of second over some human stimulus that is usually uncontrollable. There is no doubt to the fact that the exposure and inclination towards online medium as a buying platform has increased significantly over the last few years amongst all and its rise is particularly noteworthy in the generation Y. Today this young and well educated group qualifies to be an important segment for marketers. This research paper explores the impact of education over online impulsive buying behaviour in millennials of today.

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