The effect of influencer advertising on impulsive buying behaviour on social commerce platforms: an integration of s-o-r and elm theories

Abstract

The purpose of this study is to examine how Influencer Advertising works in the context of social commerce (SC) sites on the topic of Impulsive Buying Behaviour (IBB). An integration of S-O-R (Stimulus-Organism-Response) and Elaboration Likelihood Model (ELM) theories provides a framework for understanding how environmental stimuli influence the internal processes of individuals, resulting in a specific response to IBB. This study was conducted on 302 samples, which are comprised of individuals who have engaged in reckless purchasing on SC platforms and have been exposed to influencer marketing, PLS-SEM is used to test the hypotheses. The hypothesis of this study is that influencer advertising positively influences impulsive purchasing. The results of this research are anticipated to contribute to the existing literature on SC, influencer marketing, and IBB. The findings of this study indicated the significant roles of Parasocial Interaction (PSI) and Arousal (Aro) in the context of IBB but not Perceived Enjoyment (ENJ). Understanding the fundamental mechanisms of PSI and Aro that drive IBB in the context of influencer marketing will help marketers develop effective strategies to engage consumers and promote their products on SC platforms, especially in influencer marketing strategy.