Does Advertising on Social Networks Affect Impulsive Buying Behavior?
Abstract
This study examines the factors influencing consumer attitudes towards advertising on social networks, with an emphasis on hedonic navigation, perceived value, novelty, and the credibility of advertisements. Additionally, it explores the impact of these variables, alongside consumer impulsiveness, on online impulse buying behavior. A structural equation modeling approach was employed, utilizing an online survey and SmartPLS software for data analysis. The findings indicate that perceived value and credibility significantly enhance consumer attitudes toward social media advertising. Furthermore, both a positive attitude toward advertising and individual impulsiveness were found to contribute to increased online impulse purchasing. The sample is one of convenience. Research based on a different sample could ensure the sample's representativeness. This sample also shows some imbalance in terms of gender and age group. The impact of social media advertising on impulse buying behavior is a contemporary topic, given the growing dependence on digital platforms. Furthermore, little research directly examines how factors such as credibility, perceived value, and impulsivity influence online impulse buying.
DOI: https://doi.org/10.54663/2182-9306.2026.v.14.n.26.276-296
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Copyright (c) 2026 Inês Veiga Pereira, Joana Araújo, Joana Araújo, Miguel Sousa, Miguel Sousa
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
REBIB: Q2
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