“A STUDY ON THE EFFECT OF SOCIAL MEDIA, ONLINE REVIEWS, AND PRICE DISCOUNT ON IMPULSE BUYING BEHAVIOUR”
Ms.DEEPIKA.P
Assistant Professor
Department of Management Studies
Kangeyam Institute of Technology, Nathakadaiyur, Tamilnadu
VAISHNAVI.M
I-MBA
Department of Management Studies
Kangeyam Institute of Technology, Nathakadaiyur, Tamilnadu
BRINDHA.V
I-MBA
Department of Management Studies
Kangeyam Institute of Technology, Nathakadaiyur, Tamilnadu
Abstract
The rapid growth of social media has significantly transformed consumer purchasing behavior in the digital era. Platforms such as Facebook, Instagram, YouTube, and TikTok have evolved into powerful marketing ecosystems that influence consumer attitudes, preferences, and buying decisions. This study examines the impact of social media exposure on impulse buying behavior, focusing on emotional triggers, influencer marketing, electronic word-of-mouth (e-WOM), and promotional strategies. The research identifies that continuous exposure to targeted advertisements, time-limited offers, and peer reviews stimulates emotional arousal, urgency, and fear of missing out (FOMO), which significantly increases spontaneous purchase decisions.
The findings indicate a positive relationship between social media engagement and impulse buying intention, particularly among younger consumers. Additionally, situational factors such as increased online usage during the COVID-19 pandemic have intensified impulsive purchasing patterns. While social media marketing provides opportunities for businesses to enhance sales and customer engagement, ethical considerations and responsible consumption are essential for sustainable growth. The study concludes that social media acts as a powerful behavioral influence system shaping modern consumer decision-making.
Keywords
Social Media Marketing, Impulse Buying Behavior, Consumer Behavior, Influencer Marketing, Electronic Word-of-Mouth (e-WOM), Emotional Triggers, Online Advertising, Digital Marketing, Purchase Intention, COVID-19 Impact
