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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM66637
Volume:
10 |
8 |
Aug 2026
Pages:
1-5
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department of MBA
Bharath Institute of Science &Technology (BIST), Selaiyur, Chennai, TN, India
Department of Corporate Secretaryship and Accounting and Finance
SRMIST, Kattankulathur
Department of Commerce
SRMIST, Kattankulathur
Department of Corporate Secretaryship and Accounting and Finance
SRMIST, Kattankulathur
Department of Commerce
SRMIST, Ramapuram
In the digital space, where marketing can be quite persuasive, impulse buying is becoming more prevalent. The conceptual study, entitled ‘Impulse in the Cart, Stress in the Heart: Marketing’s Financial Consequences, investigates whether and how three independent variables, namely, Social Media Influence, Promotional Stimuli and Scarcity/Urgency Marketing, can affect the dependent variable, namely Financial Stress arising from Impulse Buying. The study is conducted purely conceptual and is based on a literature review and synthesis. It covers the influence of constant exposure to social media, appealing promotional deals and the pressure of marketing messages on impulse buying, and the associated negative financial impact on consumers. The study also suggests the conceptual linkage between Marketing Stimuli, Impulse Buying Tendencies and Financial Stress. No primary data collection, hypothesis testing or statistical analysis is done. The study offers conceptual basis to the understanding of financial implication of the current trend of marketing practices.
KEYWORDS
In the modern digital marketing landscape, impulse buying is becoming a growing impact. This conceptual study suggests that social media influence, promotional stimuli and scarcity/urgency marketing can induce impulse buying and may be a factor in the consumers' financial stress. The incorporation of marketing stimuli and financial consequences is beyond the simple outcomes of purchase, extending the discussion beyond simple purchase outcomes and emphasizing the importance of consumer financial well-being. The framework does not claim empirical causality as no primary data or statistical test is conducted. Rather, it serves as a theoretical basis for further study. Effective marketing combined with increased consumer awareness and suitable policy tools can facilitate a balance between the effective marketing of products and financially sustainable consumer choice.
1. Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169–191. https://doi.org/10.1016/S0022-4359(99)80092-X 2. Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204–217. https://doi.org/10.1016/j.im.2016.06.001 3. Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829–837. https://doi.org/10.1016/j.dss.2013.04.001 4. Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189–199. https://doi.org/10.1086/209105 5. Wu, Y., Xin, L., Li, D., Yu, J., & Guo, J. (2021). How does scarcity promotion lead to impulse purchase in the online market? A field experiment. Information & Management, 58(1), 103283. https://doi.org/10.1016/j.im.2020.103283 6. Azad Moghddam, H., Carlson, J., Wyllie, J., & Rahman, S. M. (2024). Scroll, stop, shop: Decoding impulsive buying in social commerce. Journal of Business Research, 182, 114776. https://doi.org/10.1016/j.jbusres.2024.114776
Publication Date
8/10/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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The authors declare no conflict of interest related to this research work.
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