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The impact of social media on impulse buying: Evidence from TikTok
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Resumo(s)
Social media usage is increasingly influential in individuals' lives and consumer behaviours. Impulse purchases can be made while scrolling online, representing a significant proportion of overall purchases. The research model used for this study helps to understand how social media usage and users' internal traits can lead to impulse buying behaviour. Data from 217 TikTok users was collected and analysed. Based on the unified theory of acceptance and use of technology, the psychological engagement framework, and the big personality traits, it was possible to explain 72% of the variance in psychological engagement and 27% in impulse buying behaviour. Psychological engagement with the social media platform is driven by its performance expectancy, social influence, hedonic motivation, and habit. Impulse buying behaviour is driven by psychological engagement with the social media platform and individuals' lack of consciousness and emotional stability.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM
Palavras-chave
Impulse Buying Behaviour Personality Traits Psychological Engagement Social Media TikTok SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption