Impact of Social Media Advertising on Impulse Buying Behaviour: A Consumer Analytics Study

Abstract

The rapid growth of social media platforms has transformed consumer purchasing behaviour and created new opportunities for digital advertising. This study examines the impact of social media advertising on impulse buying behaviour among consumers in India. The research focuses on key advertising dimensions such as informativeness, entertainment value, credibility, economic relevance, advertisement personalization, and visual appeal. Primary data were collected from 110 respondents through a structured questionnaire, and the data were analyzed using descriptive and visual analytical techniques in Microsoft Excel. The findings indicate that prolonged social media usage, repeated exposure to advertisements, influencer marketing, advertisement personalization, and visual appeal significantly influence impulse buying behaviour. The study further reveals that perceived credibility strengthens the relationship between advertising exposure and impulsive purchase decisions. Overall, the research highlights the growing influence of social media advertising in shaping consumer behaviour and emphasizes the need for effective and ethical digital marketing strategies.

Keywords

DOI & Citation