Social Commerce and Impulse Buying Behaviour

The rapid growth of social media platforms has transformed traditional e-commerce into a more interactive and engagement-driven model known as social commerce. Social commerce integrates shopping features within social media platforms, enabling consumers to discover, evaluate, and purchase products without leaving the platform. This research paper examines the relationship between social commerce and impulse buying behavior, focusing on how social interaction, influencer marketing, user-generated content, and platform design stimulate unplanned purchases. Using secondary data collected from academic journals, industry reports, and prior empirical studies, the paper analyzes key drivers of impulse buying in social commerce environments. The findings suggest that emotional triggers, social proof, real-time engagement, and personalized content significantly increase consumers’ tendency to make impulsive purchase decisions. The study concludes that social commerce has redefined consumer buying behavior by blending entertainment, trust, and convenience, thereby creating a powerful impulse-driven marketplace.