Digital marketing’s targets: cyberloafing and impulsive buying

In the present era, digitalization has become a primary tool that reshapes how individuals search for information, interact with content, and make consumption decisions. While many studies highlight the advantages of digital marketing, its potential downsides and behavioral risks remain under-discussed. This study examines the associations among digital marketing exposure (DM), cyberloafing (CB), and impulsive buying (IB), including an indirect pathway via a mediating variable. Using a cross-sectional survey conducted from June to November 2025, 375 students responded and 332 valid questionnaires (88.53%) were analyzed. Data were processed using Microsoft Excel and SmartPLS (PLS-SEM with bootstrapping). The results indicate positive and statistically significant associations between DM and CB ( β = 0.777, p < 0.001), DM and IB ( β = 0.222, p < 0.001), and CB and IB ( β = 0.752, p < 0.001). The indirect path (DM, CB, IB) is also positive ( β = 0.584, p < 0.001), suggesting that CB statistically mediates the association between DM and IB. Given the cross-sectional design, these findings should be interpreted as correlational rather than causal. The study underscores the importance of digital literacy, responsible marketing practices, and educational guidelines to mitigate counterproductive online behavior and unplanned purchasing.