MEDIA CONNECTION TO MARKET ACTION: ROLE OF PARASOCIAL INTERACTION IN IMPULSE BUYING ON SOCIAL COMMERCE PLATFORMS

Impulse buying, is sudden and emotionally driven purchase decisions, has become increasingly dominant in the internet age, mainly on Social Commerce Platforms (SCPs) such as Facebook,YouTube and Instagram. While traditionally viewed as irrational, recent research recognizes impulse buying as a significant driver of online sales. In the Indian context—marked by rapid digital growth and a projected $300 billion e-commerce market by 2030—understanding this behaviour is both timely and relevant. This study fills the gap in the literature by examining the psychological, affective,and para-social triggers of impulse buying among Indian consumers, using the Stimulus-Organism- Response (S-O-R) framework integrated with Para-social Interaction (PSI) theory. Data was collected from 425 respondents across Punjab and Chandigarh through structured questionnaires. Partial Least Squares Structural Equation Modelling (PLS-SEM) is used for analysis. The findings confirm the reliability and validity of the model and support the hypothesized relationships. PSI significantly influenced Urge to Buy Impulsively (UBI), Impulse Buying Tendency (IMBT), and Actual Impulse Buying Behaviour (AIBB). Strong complementary mediation effects were identified in paths such as PSI → IMBT → UBI → AIBB, emphasizing the layered nature of impulsive purchase decisions. The study offers practical implications for marketers and SCP designers by highlighting the importance of aesthetic appeal, influencer credibility, and emotionally engaging content. It also extends the S-O-R model by mixing PSI, offering a richer understanding of online consumer behaviour in emerging markets. Future research should examine longitudinal effects, platform-specific variations, and cross-cultural comparisons to deepen insights into impulse buying dynamics. Keywords: Para Social Interaction, Stimulus Organism Response, Urge to Buy Impulsively, Impulse Buying Tendency, Social Commerce Platforms