The Hidden Force of Social Media Marketing in Shaping Online Impulsive Buying Behaviour

The rapid expansion of e-commerce and the widespread influence of social media have significantly increased the prevalence and accessibility of online shopping. As a result, understanding online consumer behavior has become essential for businesses striving to succeed in the digital marketplace. To boost sales and expand their customer base, companies are investing extensively in social media marketing.This research paper examines the key elements of social media marketing that influence online impulsive buying behavior. By analyzing existing literature on the topic, it offers valuable insights into the factors driving impulsive online purchases. These insights can guide marketers in crafting effective strategies to leverage social media platforms, encouraging impulsive buying while tailoring campaigns to the unique needs and preferences of their audience. Consumers can also benefit from understanding these factors by making more informed choices in the online shopping environment. Awareness of the influences behind impulsive buying behavior can help them avoid rushed and regretful purchases.In conclusion, this study highlights the critical role of social media marketing in shaping online impulsive buying behavior. It emphasizes the importance of businesses identifying the key drivers of this behavior and creating targeted marketing strategies. Additionally, it underscores the need for consumers to recognize these factors, enabling them to make thoughtful purchasing decisions.