The extent of the influences of social media in creating 'impulse buying' tendencies

Abstract

Buying behaviour tends to adopt a certain pattern: need identification, search between alternatives, buy, and post-buy evaluation. These patterns have been viewed as rational because they are based on certain principles. Any other buy behaviour that is not within this pattern is considered irrational or impulsive. In the case of Facebook, it has been found that users tend to follow certain indicators, e.g., tags, likes, and comments that have been posted by others on certain products and services. This leads to impulsive buying behaviour that quite often is as a result of being a user on Facebook. Previous studies on impulse buying have identified the challenges faced in defining impulse buying and placing Facebook within the scope of a catalyst for impulse buying. There has, however, been little in previous studies to showcase Facebook's role in motivating impulse buys. This study examines the features and roles of Facebook as a social media platform that encourages and creates impulse buying opportunities.