The present study examines the effects of sustainable corporate social responsibility (CSR) practices on impulse buying intention through the moderating role of social media advertising. We employ non-probability sampling techniques, specifically purposive and convenience sampling, to gather data from 686 university students and consumers in China. The Partial Least Squares Structural Equation Modeling (PLS-SEM) technique was employed for an empirical analysis using SmartPLS software version 4. The study findings revealed a significant positive association between sustainable CSR practices (including environmental, economic, and social well-being aspects) and impulse buying intention. The additional results show that social media advertising significantly positively moderates the association between economic aspects, environmental well-being, and impulsive buying intention. However, the moderating influence of social media advertising was insignificant in the relationship between social well-being and impulsive buying intention. This research delves into the importance of companies establishing a workable system of CSR practices and the role of effective initiatives in implementing these policies. The study demonstrates that CSR practices have a broader impact on marketing strategies than previously assumed and have become essential for a company’s ability to maintain strong relationships with stakeholders, including consumers. These CSR practices significantly influence consumer purchasing behavior, which is critical for a company’s sustainable growth and expansion. Further, this study recommends the use of social media to enhance the positive image of an enterprise through marketing and sustainable corporate development through CSR practices.