EXAMINING THE RELATIONSHIP BETWEEN SOCIAL MEDIA INFLUENCE AND IMPULSE BUYING AMONG YOUNG ADULTS

Abstract

Social media has evolved purchasing behavior when young adults look for products online as much as when they make the decision whether or not to buy. Consumers are being heavily influenced by advertisements and influencers, as well as by reviews or recommendations from people who bought something and they also made the purchase in an unplanned buying activity with no prior intent, when people buy things online based on the latest trends from influencers. Due to this phenomenon, there is a need to explore how social media influences impulsive buying behaviors in young adults in order to study its real extent. The current quantitative research applied data collection methods utilizing scales based on standard psychological measures. It found evidence that both variables had an association (r=0.280) and as such, concluded by emphasizing how it influences consumer impulse.