Influence of Social Media Advertising Attributes on Impulse Buying Behavior: An Empirical Analysis Across Consumer Demographics

This study examines the impact of social media advertisements on consumers’ impulsive buying behavior across four key dimensions: informativeness, entertainment, reliability, and economic contribution. The study uses both theoretical and empirical methods, using data collected from 400 participants residing in Poland. The results of the study, analyzed using SPSS software and interpreted using t-tests, ANOVA, correlation, and regression analyses, show that social media advertisements significantly affect impulsive buying decisions. The findings also highlight demographic differences in consumer responses, highlighting the need for targeted digital marketing strategies. This five-part article contributes to the literature on social media, advertising, and consumer behavior, and provides valuable insights for businesses aiming to increase consumer engagement and sentiment through sustainable advertising practices.