Compulsive buying behavior in a Muslim context: application of the S-O-R model to Moroccan society

Purpose This study aims to examine the mechanisms underlying compulsive buying behavior in emerging markets, focusing on Morocco, by integrating social, advertising and psychological variables within a unified framework based on the stimulus–organism–response model. This phenomenon remains underexplored in Arab and Muslim contexts, particularly in Morocco, where empirical studies are scarce. The objective is to identify how external stimuli interact with the internal states of Moroccan consumers to better understand compulsive buying dynamics in a collectivist cultural environment. Design/methodology/approach A quantitative survey was conducted among 360 Moroccan consumers using a structured questionnaire based on validated scales. Data were analyzed with the partial least squares structural equation modeling method, which enabled assessment of both the measurement and structural models. The study examined six constructs: Instagram advertising, social values, social comparison, hedonic motivation, materialistic attitude and compulsive buying behavior. Findings The results indicate that all hypothesized relationships are significant except for the link between social comparison and hedonic motivation. Instagram advertising, social values and materialistic attitude directly influence compulsive buying. Moreover, hedonic motivation and materialistic attitude act as mediators between external stimuli and compulsive responses, highlighting distinct yet complementary psychological pathways. Originality/value This research advances the literature by offering an integrated perspective on compulsive buying behavior in a non-Western cultural context. It demonstrates how social and digital influences, combined with psychological drivers such as hedonism and materialism, shape compulsive behaviors in emerging societies.