Volltext-Downloads (blau) und Frontdoor-Views (grau)

Exploring the relationship between the key driving factors of online impulsive buying behavior and the effect of social media marketing on consumers buying behavior

  • The common occurrence of impulsive buying is present in our everyday lives, but what is behind this occurrence? Impulse buying behaviour is described as a sudden, spontaneous, and compelling phenomenon that accounts for a great part of regular shopping. However, shopping should not only be considered in physical stores but also on online websites and social commerce platforms. With the advancement of technology, the number of social media users is also increasing and with it the importance of online purchases. In order for businesses, marketers or e-retailers to capitalize on this surge, it is necessary to understand what factors drive impulse buying behaviour, and particularly what the key driving factors of online impulse purchases are. Therefore, this paper address impulse buying behaviour and its general influences as well as social media marketing and online stimuli. Moreover, it aimed to examine the relationship between online impulse buying behaviour and social media marketing. To identify the relevant insights on the topic, a systematic literature review was conducted by using databases and literature search engines such as Emerald, Google Scholar, EBSCO, and ResearchGate. After the selection process, 39 articles were further reviewed for this study. The main findings that emerge from the paper are hedonic motivation, price promotions, payment facility, website quality and content, and trust beliefs on online websites are the key driving factors of online impulse buying behaviour. Furthermore, certain literature indicates that social media marketing influences impulsive purchases through so-called influencers and adapts influencing factors of online impulse buying to their social network sites.

Export metadata

Additional Services

Search Google Scholar


Author:Sang Vu Minh
Advisor:Rütger Conzelmann
Document Type:Bachelor Thesis
Year of Completion:2023
Granting Institution:Hochschule Furtwangen
Date of final exam:2023/02/28
Release Date:2023/05/12
Tag:Consumer Behaviour; Impulse Buying; Online Impulse Buying Behaviour; Social Media; Social Media Marketing
Page Number:42
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt