UCBP7020 Research Methods for Business and Management

Topic: Measuring social media impact on Impulse Buying Behavior

of consumer

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Abstract
This research investigated the intensifying impact of social media on consumer behavior,
predominantly impulse buying, underlining the impact of platforms such as Facebook,
Instagram, and Twitter. By almost 4.89 billion global social media users and a probable
intensification to 5.42 billion by 2025, the study investigates the considerable role of social
media influencers and their influence on buying decisions. Regardless of existing studies on the
psychological methods behind impulse buying, there exist gaps in consideration long-term
effects, controlling factors, and cultural impacts. This research adopted an interpretivism
philosophy to comprehend diverse viewpoints and used an inductive approach for its suppleness
in exploring evolving thoughts. This research resolved the association between social media
contact and impulse buying, classify important factors, and measure the part of platforms in
determining consumer attitudes. The research contributes to improve advertising strategies lined
up with varied consumer inclinations in the vibrant background of social media.

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Table of Contents
Chapter 1 Introduction.............................................................................................................................3
1.1 Background..........................................................................................................................................3
1.2 Aim........................................................................................................................................................4
1.3 Objectives.............................................................................................................................................4
1.4 Research Questions..............................................................................................................................4
1.5 Structure...............................................................................................................................................4
Chapter 2 Literature Review....................................................................................................................5
Introduction...............................................................................................................................................5
2.1 To examine the Correlation between Social Media Exposure and Impulse Buying........................5
2.2 To Identify Key Social Media Factors Affecting Impulse Buying....................................................6
2.3 Evaluate the Role of Social Media Platforms in Shaping Consumer Attitudes Towards Impulse
Buying........................................................................................................................................................7
Chapter 3 Methodology.............................................................................................................................9
3.1 Introduction.........................................................................................................................................9
3.2 Research Philosophy............................................................................................................................9
3.3 Research Approach............................................................................................................................10
3.4 Research Strategy..............................................................................................................................10
3.5 Data collection....................................................................................................................................11
3.6 Search Strategy..................................................................................................................................11
3.7 Keywords............................................................................................................................................11
3.8 Boolean Operators.............................................................................................................................12
3.9 Inclusion and Exclusion Criteria......................................................................................................12
3.10 Databases..........................................................................................................................................13
3.11 Prisma...............................................................................................................................................14
3.12 Timeline............................................................................................................................................15
3.13 Ethical Consideration......................................................................................................................15
References................................................................................................................................................17

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 Chapter 1 Introduction
1.1 Background
The increasing effect of social media on customer behavior, predominantly impulse
buying, has become a substantial concern as people spend more time
on Facebook, Instagram, and Twitter (Zafar et al., 2021). Several
industry reports and statistics have
further highlighted the profound impact
of social media influencers on buying
behaviour. There are presently over
Figure 1 Statista Consumer Insights
4.89 bn social media handlers worldwide, and till 2025, that digit
is expected to intensify to 5.42 bn (Statista, 2019).
Figure 2 Number of social media
GlobalWebIndex conducted a survey which reported that 54% of users worldwide from 2017 to 2027
users use social media platforms to do research about the product before making a purchase,
highlighting the substantial influence of social
media on consumer picks (The Keenfolks, 2020).
Furthermore, Forbes claimed that, consumers
nowadays use social media for product reviews,
with 80% making decisions based on friend's
Figure 3 Forbes: Social Media impact of consumer buying
posts, highlighting the era of simulated word-of-
mouth recommendations (Kowalewicz, 2023).
Moreover, recent studies have also revealed the composite relationship between social
media and impulse buying. Systematic review by Zhao et al., (2021) tinted the psychological
mechanisms behind impulsive buying, including online promotions, Fear of missing out
(FOMO), and social validation. In addition, Chauhan et al., (2021) also found a positive
correlation between social media usage regularity and impulse buying behavior. However, there
are still some research gaps that includes long-term effects, moderating factors and individual
differences. Moreover, there is a lack of understanding of demographic and cultural influences
on impulse buying behavior which indicates a need for thorough investigation. Rectifying these

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gaps is very important for developing marketing strategies that are more in concurrence to the
diverse needs and of consumers preferences.
This study will identify the developing influence of social media on consumer behavior,
highlighting the necessity for businesses to comprehend these variations in specific frameworks.
The study aims to contribute to the expansion of theoretical frameworks that will identify the
impulse buying behavior in different demographic or cultural situations. By handling these
research gaps, this study will contribute to academic literature and applying marketing
applications in the constantly changing landscape of social media and consumer behavior.
1.2 Aim
The main aim of this research is to comprehensively examine the relationship between
social media and impulse buying behavior of consumers. The research will explore the
correlation between social media exposure and impulse buying, identify key factors influencing
impulse buying on social media, and evaluate the role of social media platforms in shaping
consumer attitudes toward impulse buying.
1.3 Objectives
1. To examine the Correlation between Social Media Exposure and Impulse Buying.
2. To Identify Key Social Media Factors Affecting Impulse Buying.
3. Evaluate the Role of Social Media Platforms in Shaping Consumer Attitudes Towards
Impulse Buying.
1.4 Research Questions
1. What is the correlation between Social Media Exposure and Impulse Buying?
2. How the key Social Media factors affects Impulse Buying.
3. What is the role of social media platforms in shaping consumer attitudes towards impulse
buying?
1.5 Structure

Literature Secondary
Introduction Analysis Conclusion Recommendations
Review Methodology

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Chapter 2 Literature Review
Introduction
Chapter two will amalgamate erstwhile studies so as to assemble information, recognize research
gaps, to focus attention on writer assistances to the research. This evaluation of earlier research
will impart important information and contextual information for the study goals, endorsing
thorough consideration of the topic.
2.1 To examine the Correlation between Social Media Exposure and Impulse Buying
The relationship among social media exposure and impulse buying behavior is a
noteworthy research topic. As said by baker Qureshi et al., (2019) social media exposure
pointedly affects impulse buying behavior. Also, Dinh and Lee (2022) quantified that customers
are continually liable to product commercials and influencer commendations which can arouse
sentiments like eagerness and FOMO. Likewise, Chen et al., (2019) detected that the instant
availability of e-commerce substitutions subsidizes to the progress of impulsive behavior. As
well, Dwivedi et al., (2021) came to the assumption that social media platforms auxiliary boost
impulsive buying behavior by adopting modified publicizing algorithms to encourage products
according to the consumer’s interests.
According to Merton (1948) Social Validation Theory, individuals are subjective to
make hasty decision on social media by the recommendations they catch from their online
friends and associates. Social Validation Theory asserts that disclosure to social media results in
making people extra impulsive buyers as they are swayed by a desire for social approval.
Conversely, social media practice might aggravate impulsive behavior, decline self-control, and
effect perceptive surplus, as per Limited Capacity Model (Kahneman, 1973). This model
proclaimed that, individuals may find it difficult to repel impulsive purchases if they are
subjective to constant material on social interacting platforms. On contrary to the Social
Validation Theory, it concedes that impulsivity is affected by the intellectual pleas of social
media, unbiased of social corroboration aspects. The Social Validation Theory and the Limited
Capacity Model equally highpoint the compound association among social media acquaintance
and impulse buying, signifying that the affiliation is complex and inclined by equally social and
intellectual dynamics.

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 Furthermore, in the previous years, it has been investigated that the consumer behavior is
directly influenced by the exposure to social media (Ioanas Elisabeta, 2014). The integration of
social commerce features and growth of e-commerce have increased the immersive and
interactive experiences that users have with brands and products on platforms such as, and
TikTok, Instagram and Facebook (Raed Algharabat and Rana, 2020). These progresses highlight
the need to reconsider the impact of exposure on social media in the impulse buying behaviors.
In contemporary studies, the multidimensional nature for this phenomenon has been
studies in depth. The insight into the cognitive processes and role of emotions gives a nuanced
analysis of the consequences of impulse buying (Sun, Zhang and Zheng, 2023) and the behavior
on customers. There are the diverse perspectives on the relationship between the perception of
customers’ behavior and their buying experience. In one of the meta-analytical study, Han and
Balabanis (2023) suggested that a strategic approach to the market influencer for the assessment
should reflect some factors such as congruity, trustworthiness, expertise, reliability,
attractiveness, and contextual significance. The policymakers therefore can recommend the
regulations that can ensure the optimization and effectiveness.
2.2 To Identify Key Social Media Factors Affecting Impulse Buying
Social media serves as major factors in impelling impulse buying behavior (Zafar et al.,
2021). Kimiagari and Malafe., (2021) detailed that pursued advertising, social endorsement, an
intellect of determination, and visually exciting collection of content are basic elements that
influence impulsive buying behaviour. In accordance with An et al., (2018) Algorithms on social
media platforms examine consumer data to produce adapted shopping practices, accumulating
the viewpoint of getting products associated with users' choices. Also, Hund and McGuigan.,
(2019) observed that attractive and tempting product presents and impacts exposing goods in
realistic settings ascertaining buyers' excitements, developing an aspiration for abrupt buying. As
stated by Lamis et al., (2022) flash deals and small-time deals also increase the urge to buy.
Social endorsement through likes, comments, and shares also subsidizes to impulse buying
(Chen et al., 2019).

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 In contrast, the rational choice theory Lovett., (2006) claimed that individuals make
choices based on logical calculations that maximize their benefit. When it comes to impulse
buying (motivated by social media), where feelings and visual cues are major factors, rational
choice theory encourages buyers to thoroughly consider the advantages and disadvantages of a
purchase before committing to it. The concept of Rational choice theory contrasts significantly
with the impulsive, emotionally-driven nature of social media-influence impulse buying. This
theory assumes that individuals have complete awareness of distinct preferences, and make
decisions methodically (Holopainen et al., 2019).
Numerous studies have stated the role of social media exposure in stimulating the impulse
behaviors in buying (Korkmaz and Firat Seyhan, 2021). For example, the constant exposure to
the tempting and visually appealing promotions, products and influencers on platforms such as
Instagram and Pinterest captures the attention of users creates an environment that become
favorable to the purchasing. The rise of the social commerce features on platforms such as
Instagram and Facebook has reshaped the dynamics of online shopping (Locad, 2023). For
example, the integrated shopping options, such as in-app purchasing and spontaneous option
such as "Buy Now" buttons reduce the resistance in process of buying. Moreover, it also
facilitates the impulsive action that is driven by the convenience of instant options of purchase.
The effectiveness of flash sales and limited-time offers along with discount on social media
platforms becomes a matter of interest, as stated by the work of Katerina Berezina and their
colleagues (2016). Liu, He and Li, (2019). investigated into the role of social comparison on the
social media, in which the users make impulsive purchases and is more likely when they
perceive about their peers having certain products.

2.3 Evaluate the Role of Social Media Platforms in Shaping Consumer Attitudes Towards
Impulse Buying
Social media platforms have a great influence on consumer’s insolence
for impulse buying. They work as marketing networks, proposing visually attracting and custom-
made things according to customer’s choices (Bansal and Kumar., 2018). Lindsey-Mullikin and
Borin., (2017) specified that social media's collaborating types indorse impulsive decision-

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making, whereas its instant pacts and exceptional elevations intensify the insistence to purchase.
In the varying digital ecosystem, social media platforms modify buyer behavior about impulse
purchase by merging visual desirability, real-time contribution, and personalized marketing
(Nazir et al., 2023).
According to social identity theory (Tajfel and Turner., 2004) social media has a
favorable impact on people's views toward impulsive purchases. It further stated that through
social media, people seek group affiliations and social approval, forming virtual communities
where customers share their purchases. By compatible to the predilections of their online society,
this constructive underpinning indorses impulse purchase and helps an inspiring viewpoint on it.
Instead, the Economic Model of Consumer Behavior (DU PLESSIS et al., 1991) offers a vital
view. This model suggests that rational economic behavior is incompatible with impulsive
buying and stresses rational decision-making based on utility maximization. Personalized
advertising and visual stimuli on social media, however, may interfere with logical decision-
making and cause impulsive decisions (Kimiagari et al., 2021).

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Chapter 3 Methodology
3.1 Introduction
A research methodology is a systematic approach that is used for planning, executing, and
analyzing studies. It provides a framework for collecting data, analyzing it, and verifying the
validity of the results (Ahn and Kang., 2018). In this chapter, the researcher will cover the
research methodology for measuring the impact of social media on Impulse Buying Behavior of
consumer. For this purpose, Sounders et al 2007 research onion will be used.

The Onion Research (Saunders et al, 2007)

3.2 Research Philosophy
According to Cuthbertson, Robb and Blair (2020) a research philosophy serves as the underlying
set of principles guiding the collection, analysis, and application of data pertaining to a specific
phenomenon. Moreover, Gichuru (2017) stated that two primary types of research philosophies
are recognized: Interpretivism and Positivism. In this study, the research philosophy adopted will
be Interpretivism. The researcher will use interpretivism philosophy over positivism as it aims to
understand different perspectives and complex social aspects influencing impulsive buying
(Rabby et al., 2021). Additionally, Cardel (2020) analyzed that Interpretivism philosophy proves
particularly advantageous for in-depth examination, particularly in intricate research
circumstances for instance multicultural analyses.
The nonexistence of Positivism in this research arises from its inherent limits in detaining the
diversity of discrete experiences and subjective restraints (Nyein et al., 2020). Though, there are
drawbacks of using interpretivism, for example the possibility of researcher bias, the application
of inferring results, and the difficulty of qualitative data analysis. Researchers can overcome
these problems by being systematically thoughtful, using triangulation approaches, and
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maintaining the study process deceptive. Furthermore, solving these issues successfully certifies
the rationality and reliability of research stimulated by the Interpretivism philosophy (Cain et al.,
2019).
3.3 Research Approach
As per Abutabenjeh and Jaradat (2018), a research methodology is the systematized way that a
researcher embraces while collecting, assessing, and interpreting data. In inclination to using a
deductive approach, the researcher will use an inductive approach. To get universal philosophies
from precise data, an inductive method will be used (Jebb et al., 2017). Furthermore, Woo,
O'Boyle, and Spector (2017) observed that the ability of the inductive approach to explore new
ideas and construct hypotheses based on experiential occurrences is one of its key advantages.
Deductive approach will not be chosen in this research due to its structure, which may impede
the detection of unexpected features (O'Connor et al., 2022). The inductive technique has several
challenges, such as the probability of partiality in the interpretation of data and the inefficient
nature of qualitative analysis. Roberts, Dowell, and Nie (2019) evaluated that in order to
overcome these complications; researchers keep thorough records of their logical processes, and
have continuing considerations to improve the thoroughness and cogency of their inductive
conclusions.
3.4 Research Strategy
According to Ginter, Duncan, and Swayne (2018), a research strategy is a comprehensive plan
that forms the phases of planning and carrying out a research project. The researcher will use the
qualitative technique since it allows for a detailed examination of social instances (Mohajan,
2018). Qualitative methodology allows the extraction of context-specific information that
quantitative approaches may not adequately apprehend (Tracy, 2019).
As stated by Denscombe (2017), the absence of a quantitative approach in this study is based on
the concept that depending on numerical data could not apprehend the phenomena being
considered. By using strong data authentication strategies and implementing reflexivity to deal
with their own biases, researchers can surmount these obstacles.

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3.5 Data collection
Asenahabi (2019) analyzed that data gathering includes the methodical assembling of
information concerning to variables of concern. In order to answer research questions, verify
philosophies, and evaluate outcomes data collection is used. Primary and secondary are the two
main methods of data collection (Sileyew, 2019). The reason for choosing secondary data
collection as the approach for this study is its advantage of using already existing datasets, results
in efficacy in time and resource practice (Hallikas, Immonen, and Brax, 2021). Primary data
collection method is not utilized in this study as large resources, time, and effort constraints
(Tackett et al., 2017). However, there are also some disadvantages of using secondary data that
includes data quality issues and its limitations in solving certain research problems. To solve
these problems the researchers can use data analysis techniques by applying secondary data
processes and removing the possibilities of already existed data (Fraisl et al., 2022).
3.6 Search Strategy
As per Toronto and Remington (2020) a search strategy is defined as a process that is used to
search various dataset and databases. Search strategy consists of many factors while dealing with
secondary systematic data analysis for example PRISMA framework, ethical consideration,
inclusion and exclusion criteria, list of databases and keywords (Rethlefsen et al., 2021).
3.7 Keywords
According to Aksnes, Langfeldt, and Wouters (2019) keywords are also known as reserved
words. By using keywords the probability of finding accurate research papers and publications
can be made easy.
Social media impact Purchase decisions
Impulse buying behavior Social media marketing
Consumer behavior Online consumer engagement
Social media influence Impulsive purchases
Online shopping Online shopping behavior
E-commerce Social media platforms
Digital marketing Consumer psychology
Online advertising Digital influence on buying

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3.8 Boolean Operators
Nassiri and Akhloufi (2023) analyzed that Boolean operators are the words that are used to
combine keywords by making a connection between words. It helps the researchers to improve
the accessibility of their document. In exploring the topic "Measuring social media influence on
customer impulse buying behavior," the following Boolean operators can be utilized:

social media AND impulse buying

social media OR impulse buying
social media NOT impulse buying
social media impact AND impulse buying behavior
social media OR online platforms
impulse buying OR spontaneous purchases
social media AND consumer behavior
consumer behavior AND online shopping
social media influence OR digital marketing
digital marketing AND purchase decisions
social media marketing AND online shopping behavior
online shopping behavior OR e-commerce
3.9 Inclusion and Exclusion Criteria
As noted by Jünger et al., (2017) the inclusion criteria is defined as the process by which the
researcher target the population to answer specific research questions. On the other hand,
exclusion criteria is the method by which the researchers make the things and people ineligible
for study Bracken-Roche et al., (2017).

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3.10 Databases
According to Saeed (2017), a database is an information storage system that is designed by a
database management system. Databases enable data collection and analysis by improving
communication between applications, users, and the database. Databases for example Sci-Hub,
ResearchGate, PubMed, Google Scholar, and ScienceDirect will be used in this study. These
databases provide a diversity of information recovery sources by giving admittance to an
extensive range of academic papers and articles important for the study.

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 List of Databases

Scihub
Google Scholar
Research Gate
Science Direct
PubMat

3.11 Prisma
As stated by Muka et al., (2020). The PRISMA flow diagram aids as a pictorial support that
exemplifies the advanced flow of data through the numerous stages of a methodical review.
Furthermore, Belle and Zhao (2023) asserted that PRISMA graphical representation plays a
critical role in fostering and enhancing the reporting process by providing a clear illustration of
the screening and selection of relevant research papers.

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3.12 Timeline

3.13 Ethical Consideration

This study will thoroughly follow ethical controls while addressing ethical queries in detail in the
goal of ethical accord. In order to minimize any possible complaints, the research will only
collect data from easily available publications and scholarly papers, paying certain attention to

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significant factors. This study obtains to minimize any possible ethical challenges by maintaining
the truthfulness of the study and assuring devotion to ethical regulations.

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