The pulse of buying: mapping the conceptual structure and decoding impulse purchase patterns

Purpose This study aims to conduct a rigorous bibliometric analysis of impulse buying research trends and patterns, map the conceptual landscape of the field, identify significant themes and propose a roadmap for future studies in this domain. Design/methodology/approach This study used Snyder’s (2019) four-step systematic review approach. By using a specific search string, articles from the past 21 years (2003–2023) were retrieved from the Scopus and Web of Science databases. Performance analysis and science mapping were conducted using Biblioshiny to analyze the field’s knowledge base. Findings The volume and influence of impulse buying research have surged over the past two decades. The factorial analysis identified three main sub-themes within the impulse buying literature. In addition, Bradford’s law confirmed that the top five journals account for a significant portion of the relevant research. Despite the increased publications, author productivity diverges from Lotka’s law, indicating a few influential authors. This study provides a detailed conceptual map of the research landscape and proposes targeted future research questions by highlighting untapped opportunities. Research limitations/implications This study offers insights for refining marketing strategies and highlights the importance of ethical considerations in marketing, especially during crises. It also strengthens the theoretical foundation of impulse buying by mapping core themes and identifying unexplored areas. Originality/value This study introduces an innovative approach by using factorial analysis with the multiple correspondence analysis technique to develop a detailed conceptual structure map of impulse buying research. It applies bibliometric laws such as Bradford’s law and Lotka’s law to explain the dispersion of research articles. By identifying core themes, this study charts a roadmap for future inquiry, addressing significant gaps and uncovering new research directions.