Drivers of Online Impulse Buying Behaviour: The Effects of Social Media Promotion and Peer Interaction Among UiTM Rembau Undergraduates

This study explores the influence of Social Media Promotion (SMP) and Social Media Peer Network (SMPN) on Impulse Buying Behaviour (IBB) among undergraduate students at Universiti Teknologi MARA (UiTM) Rembau Campus, Malaysia. Grounded in the Stimulus-Organism-Response (S-O-R) model, the research investigates how digital marketing stimuli and peer interactions on social platforms trigger spontaneous buying tendencies among young consumers. A quantitative cross-sectional survey design was employed, and data were collected from 202 undergraduate respondents using a structured online questionnaire. Statistical analysis was conducted using SPSS, involving descriptive statistics and multiple regression analysis. The findings reveal that both social media promotion and peer network interaction significantly influence impulse buying behaviour (p < 0.001). Social media promotion was identified as the stronger predictor (β = 0.512, t = 9.038), while peer network influence also had a positive yet lesser effect (β = 0.276, t = 5.423). The model accounted for 76.2% of the variance (R² = 0.762) in impulse buying behaviour, indicating a strong relationship between social media engagement and consumers’ impulsive purchasing patterns. The results suggest that social media promotions, including influencer marketing, discounts, and limited-time offers, play a pivotal role in stimulating unplanned purchases, while peer engagement reinforces these behaviours through social validation. The study highlights how platforms such as TikTok and Instagram have evolved into powerful commercial spaces, shaping youth consumption habits. The findings emphasise the importance of digital awareness and ethical marketing, recommending strategies that encourage financial discipline and responsible online spending among youths.

impulse buying, undergraduate students, social media, youths

1. Amos, C., Holmes, G. R., & Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86–97. https://doi.org/10.1016/j.jretconser.2013.11.004 [Google Scholar] [Crossref]

2. Ali, S., Mishra, M., & Javed, H. M. U. (2021). The impact of mall personality and shopping value on shoppers' well-being: moderating role of compulsive shopping. International Journal of Retail & Distribution Management, 49(8), 1178-1197. doi: 10.1108/IJRDM-07-2020-0272 [Google Scholar] [Crossref]

3. Al-Masri, A. R. I. (2020). Impulsive buying behaviour and its relation to the emotional balance. International Journal of Psychological and Brain Sciences, 5(1), 5–20. https://doi.org/10.11648/j.ijpbs.20200501.12 [Google Scholar] [Crossref]

4. Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: A review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287. https://doi.org/10.1108/ JRIM-06-2016-0065 [Google Scholar] [Crossref]

5. Baumeister, R. F. (2002). Yielding to temptation: Self-control failure, impulsive purchasing, and consumer behaviour. Journal of Consumer Research, 28(4), 670-676. https://doi.org/10.1086/338209 [Google Scholar] [Crossref]

6. Bao Z & Yang J (2022), Why online consumers have the urge to buy impulsively: roles of serendipity, trust and flow experience. Management Decision, Vol. 60 No. 12 pp. 3350-3365, doi: https://doi.org/10.1108/MD-07-2021-0900 [Google Scholar] [Crossref]

7. Bell L, McCloy R, Butler L and Vogt J (2020). Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview. Front. Psychol. 11:1546. doi: 10.3389/fpsyg.2020.01546 [Google Scholar] [Crossref]

8. Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modelling its precursors. Journal of Retailing, 74(2), 169-191. https://doi.org/10.1016/S0022-4359(99)80092-X [Google Scholar] [Crossref]

9. Black D. W. (2022). Compulsive shopping: A review and update. Current Opinion In Psychology, 46, 101321. https://doi.org/10.1016/j.copsyc.2022.101321 [Google Scholar] [Crossref]

10. Chawla, A. (2020). Role of Facebook Video advertisements in influencing the impulsive buying behaviour of consumers. Journal of Content, Community and Communication Amity School of Communication, 11, 231–246. https://doi.org/10.31620/JCCC.06.20/17 [Google Scholar] [Crossref]

11. Chen, Y. F., & Wang, R. Y. (2016). Are humans rational? Exploring factors influencing impulse buying intention and continuous impulse buying intention. Journal of Consumer Behaviour, 15(2), 186–197. https://doi.org/10.1002/cb.1563 [Google Scholar] [Crossref]

12. Choi, Y. (2018). Narcissism and social media addiction in the workplace. Journal of Asian Finance, Economics and Business, 5(2), 95-104, https://doi.org/10.13106/jafeb.2018.vol5.no2.95. [Google Scholar] [Crossref]

13. Choi, Y., Chu, K., & Choi, E. J. (2019). Social Network Services Addiction in the Workplace. The Journal of Asian Finance, Economics and Business, 6(1), 249-259, http://doi. org/10.13106/jafeb.2019.vol6.no1.249. [Google Scholar] [Crossref]

14. Cohen, J. (1992). A power primer. Psychological Bulletin, 112(1), 155–159. https://doi.org/10.1037/0033-2909.112.1.155 [Google Scholar] [Crossref]

15. Creswell. J.W. and Creswell, J.D. (2017) Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 4th Edition, Sage, Newbury Park. [Google Scholar] [Crossref]

16. Dabbous, A., & Barakat, K. A. (2020). Bridging the online-offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966. [Google Scholar] [Crossref]

17. Dang, T. Q., Nguyen, L. T., & Duc, D. T. V. (2025). Impulsive buying and compulsive buying in social commerce: An integrated analysis using the cognitive-affective-behaviour model and theory of consumption values with PLS-SEM. SAGE Open, 15(2), 21582440251334215. [Google Scholar] [Crossref]

18. Degirmencioglu, E., Kılıçoglu, H. (2024). Evaluating the impact of social media marketing from the perspective of orthodontists. BMC Oral Health 24, 779. https://doi.org/10.1186/s12903-024-04558-2 [Google Scholar] [Crossref]

19. Dholakia, U. M. (2000). Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11), 955-982. https://doi.org/10.1002/1520-6793(200011)17:11<955:AID-MAR3>3.0.CO;2-J [Google Scholar] [Crossref]

20. Djafarova, E., & Bowes, T. (2021). ‘Instagram made me buy it’: Generation Z impulse purchases in the fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345 [Google Scholar] [Crossref]

21. Fahriansah, F., Safarida, N., & Midesia, S. (2023). Buy Now, Think Later: Impulsive Buying Behaviour among Generation Z in Indonesia. Share Jurnal Ekonomi Dan Keuangan Islam, 12(2), 386-421. https://doi.org/10.22373/share.v12i2.17453 [Google Scholar] [Crossref]

22. Fidan, H. (2016). Development and validation of the mobile addiction scale: The components model approach. Addicta: The Turkish Journal on Addictions, 3, 433-469, https://doi. org/10.15805/addicta.2016.3.0118. [Google Scholar] [Crossref]

23. Feng, Z., Al Mamun, A., Masukujjaman, M. et al. (2023). Modelling the significance of advertising values on online impulse buying behaviour. Humanit Soc Sci Commun 10, 728. https://doi.org/10.1057/s41599-023-02231-7 [Google Scholar] [Crossref]

24. Hashmi, H., Attiq, S., & Rasheed, F. (2019). Factors affecting online impulsive buying Behaviour: A stimulus-organism response model approach. Market Forces, 14(1), 19-42. [Google Scholar] [Crossref]

25. Han, M. C. (2023). Checkout button and online consumer impulse-buying behaviour in social commerce: A trust transfer perspective. Journal of Retailing and Consumer Services, 74, 103431. https://doi.org/10.1016/j.jretconser.2023.103431 [Google Scholar] [Crossref]

26. Hanaysha, J. R. (2022). Impact of social media marketing features on consumers' purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. [Google Scholar] [Crossref]

27. Islam, T., Pitafi, A. H., Arya, V., Wang, Y., Akhtar, N., Mubarik, S., & Xiaobei, L. (2021). Panic buying in the COVID-19 pandemic: A multi-country examination. Journal of Retailing and Consumer Services, 59(March), 102357. https://doi.org/10.1016/j.jretconser.2020.102357 [Google Scholar] [Crossref]

28. Jurgelane, I., Grizane, T., & Jankova, L. (2016). Role of the university in the lifelong learning process implementation. In Research for Rural Development. International Scientific Conference Proceedings (Latvia) (No. 22/2016). [Google Scholar] [Crossref]

29. Madhu, S., Soundararajan, V., & Parayitam, S. (2023). Online promotions and hedonic motives as moderators in the relationship between e-impulsive buying tendency and customer satisfaction: Evidence from India. Journal of Internet Commerce, 22(3), 395–431. https://doi.org/10.1080/15332861.2022.2088035 [Google Scholar] [Crossref]

30. Moran, S. P. (2023). Consumer Behaviour, Impulse Buying, and Design Ethics: A Design Research Approach (Master's thesis, Drexel University). [Google Scholar] [Crossref]

31. Kuyucu, M. (2017). Use of smartphones and the problem of smartphone addiction in young people: “Smart phone (colic)” university youth. Global Media Journal TR Edition, 7(14), 328-359. [Google Scholar] [Crossref]

32. Koç E (2022) Consumer Behaviour and Marketing Strategies - Global and Local Approach. Seçkin Akademik Yayıncılık. [Google Scholar] [Crossref]

33. Keskin S, Baş M (2015) Determining the Effect of Social Media on Consumer Behaviours. Gazi Üniversitesi İİBF Dergisi 17(3): 51-69 [Google Scholar] [Crossref]

34. Kotler P (2017). Marketing 4.0. İstanbul: Optimist Yayın Grubu. [Google Scholar] [Crossref]

35. Lee, C.-H., & Chen, C.-W. (2021). Impulse Buying Behaviours in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. Information, 12(6), 241. https://doi.org/10.3390/info12060241 [Google Scholar] [Crossref]

36. Madhavaram, S. R., & Laverie, D. A. (2004). Exploring impulse purchasing on the internet. Advances in Consumer Research, 31, [Google Scholar] [Crossref]

37. 59-66. http://www.acrwebsite.org/volumes/8849/volumes/v31/NA-31 [Google Scholar] [Crossref]

38. Muhammad, A., Adeshola, I., & Isiaku, L. (2023). A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environment. Young Consumers Insight and Ideas for Responsible Marketers, 25(1), 128-148. https://doi.org/10.1108/yc-04-2023-1728 [Google Scholar] [Crossref]

39. Noyan, C. O., Enez D.A., Nurmedov, S., Yılmaz, O., & Dilbaz, N. (2015). Validity and reliability of the Turkish version of the Smartphone Addiction Scale-Short Version among university students. Anatolian Journal of Psychiatry, 16, 73-81, http:// dx.doi.org/10.5455/apd.176101. [Google Scholar] [Crossref]

40. Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A comprehensive study on factors influencing online impulse buying behaviour: Evidence from Shopee video platform. Heliyon, 10(15), e35743. https://doi.org/10.1016/j.heliyon.2024.e35743 [Google Scholar] [Crossref]

41. Nohutlu, Z. D., Englis, B. G., Groen AJ, Constantinides, E (2022). Customer cocreation experience in online communities: antecede2024nts and outcomes. European Journal of Innovation Management, Vol. 25 No. 2 pp. 630–659, doi: https://doi.org/10.1108/EJIM-08-2020-0313 [Google Scholar] [Crossref]

42. Olbrich, R., & Holsing, C. (2011). Modelling Consumer Purchasing Behaviour in Social Shopping Communities with Clickstream Data. International Journal of Electronic Commerce, 16(2), 15-40. https://doi.org/10.2753/JEC1086-4415160202 [Google Scholar] [Crossref]

43. Lin, M. H., Vijayalakshmi, A., & Laczniak, R. (2019). Toward an Understanding of Parental Views and Actions on Social Media Influencers Targeted at Adolescents: The Roles of Parents' Social Media Use and Empowerment. Frontiers In Psychology, 10, 2664. https://doi.org/10.3389/fpsyg.2019.02664 [Google Scholar] [Crossref]

44. Peruze, C. A., & Koçer, L. L. (2022). Research on consumer attitude to online video advertising: YouTube example. Turkish Journal of Marketing, 7(2), 50. [Google Scholar] [Crossref]

45. Singh, P., Sharma, B. K., Arora, L., & Bhatt, V. (2023). Measuring social media impact on Impulse Buying Behaviour. Cogent Business & Management, 10(3). https://doi.org/10.1080/23311975.2023.2262371 [Google Scholar] [Crossref]

46. Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189–199. https://doi.org/10.1086/209105 [Google Scholar] [Crossref]

47. Rodrigues, R. I., Lopes, P., and Varela, M. (2021). Factors Affecting Consumers' Impulse Buying Behaviour. Front. Psychol. 12:697080. doi: 10.3389/fpsyg.2021.697080 [Google Scholar] [Crossref]

48. Rydell, L., & Kucera, J. (2021). Cognitive attitudes, behavioural choices, and purchasing habits during the COVID-19 pandemic. Journal of Self-Governance and Management Economics, 9(4), 35–47. https://doi.org/ 10.22381/jsme9420213 [Google Scholar] [Crossref]

49. Santini, F., Ladeira, W., Vieira, V., Araújo, C., & Sampaio, C. (2018). Antecedents and consequences of impulse buying: a meta-analytic study. Rausp Management Journal, 54(2), 178-204. https://doi.org/10.1108/rausp-07-2018-0037 [Google Scholar] [Crossref]

50. Singh, P., Sharma, B. K., Arora, L., & Bhatt, V. (2023). Measuring social media impact on Impulse Buying Behavior. Cogent Business & Management, 10(3). https://doi.org/10.1080/23311975.2023.2262371 [Google Scholar] [Crossref]

51. She, L., Rasiah, R., Waheed, H., & Pahlevan Sharif, S. (2021). Excessive use of social networking sites and financial well-being among young adults: The mediating role of online compulsive buying. Young Consumers, 22(2), 272–289. https://doi.org/10.1108/YC-11-2020-1252 [Google Scholar] [Crossref]

52. Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59–62. https://doi.org/10.1177/002224296202600212 [Google Scholar] [Crossref]

53. Pahlevan Sharif, S., She, L., Yeoh, K. K., & Naghavi, N. (2022). Heavy social networking and online compulsive buying: The mediating role of financial social comparison and materialism. Journal of Marketing Theory & Practice, 30(2), 213–225. https://doi.org/10.1080/10696679.2021.1909425 [Google Scholar] [Crossref]

54. Parsons, A. G., Ballantine, P. W., Ali, A., & Grey, H. (2014). Deal is on! Why people buy from daily deal websites? Journal of Retailing and Consumer Services, 21(1), 37–42. https://doi.org/10.1016/j.jretconser.2013.07.003 [Google Scholar] [Crossref]

55. Prentice, C., Chen, J., & Stantic, B. (2020). Timed intervention in COVID-19 and panic buying. Journal of Retailing and Consumer Services, 57, 102203. https://doi.org/10.1016/j.jretconser.2020.102203 [Google Scholar] [Crossref]

56. Qi, Y. (2025). You Only Buy What You Love: Understanding Impulse Buying Among College Students Through Values, Emotion, and Digital Immersion. Journal of Theoretical and Applied Electronic Commerce Research, 20(4), 271. https://doi.org/10.3390/jtaer20040271 [Google Scholar] [Crossref]

57. Rahman, M. F., & Hossain, M. S. (2023). The impact of website quality on online compulsive buying behaviour: Evidence from online shopping organisations. South Asian Journal of Marketing, 4(1), 1-16. https://doi.org/10.1108/SAJM-03-2021-0038 [Google Scholar] [Crossref]

58. Tanuri, I. (2010). A literature review: Role of social media in contemporary marketing. Retrieved from: http://www.slideshare.net/groovygenie/role-ofsocial-media-incontemporary-marketing [Google Scholar] [Crossref]

59. Vabalas, A., Gowen, E., Poliakoff, E., & Casson, A. J. (2019). Machine learning algorithm validation with a limited sample size. PloS one, 14(11), e0224365. https://doi.org/10.1371/journal.pone.0224365 [Google Scholar] [Crossref]

60. Wan, A., Mundel, J., & Yang, J. (2025). Impulsive and compulsive buying and consumer well-being. In Fostering Consumer Well-Being: Theory, Evidence, and Policy (pp. 315-331). Cham: Springer Nature Switzerland. [Google Scholar] [Crossref]

61. Xiang, H., Chau, K. Y., Iqbal, W., Irfan, M., & Dagar, V. (2022). Determinants of social commerce usage and online impulse purchase: Implications for business and digital revolution. Frontiers in Psychology, 13, 837042. https://doi.org/10.3389/fpsyg.2022.837042 [Google Scholar] [Crossref]

62. Xiang, L., Zheng, X., Lee, M. K., & Zhao, D. (2016). Exploring consumers’ impulse buying behaviour on social commerce platform: The role of para-social interaction. International Journal of Information Management, 36(3), 333–347. https://doi.org/10.1016/j.ijinfomgt.2015.11.002 [Google Scholar] [Crossref]

63. Xu H, Zhang KZ, Zhao SJ. (2020). A dual systems model of online impulse buying. Industrial Management & Data Systems, Vol. 120 No. 5 pp. 845–861, doi: https://doi.org/10.1108/IMDS-04-2019-0214 [Google Scholar] [Crossref]

64. Yang P, Sheng H, Yang C, Feng Y (2024). How social media promotes impulsive buying: examining the role of customer inspiration. Industrial Management & Data Systems, Vol. 124 No. 2 pp. 698-723, doi: https://doi.org/10.1108/IMDS-05-2023-0343 [Google Scholar] [Crossref]

65. Yaprak İ (2020). The Effect of Consumers’ Attitudes Towards Social Media Advertisements on Impulsive Purchase. (Doctoral thesis). Nevşehir Hacı Bektaş Veli Üniversitesi [Google Scholar] [Crossref]

66. Yaprak, İ. and Çoban, S. (2023). The Mediating Role of Hedonic Buying Behaviour in The Effect of Consumers' Attitudes Towards Social Media Ads on Impulse Buying Behaviour. Ege Akademik Bakis (Ege Academic Review). https://doi.org/10.21121/eab.1210790 [Google Scholar] [Crossref]

67. Yi, Q., Khan, J., Su, Y., Tong, J., & Zhao, S. (2023). Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision. Journal of Retailing and Consumer Services, 75, 103534. https://doi.org/10.1016/j.jretconser.2023.103534 [Google Scholar] [Crossref]

68. Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Saleh Al-Faryan, M. A. (2022). Untying the Influence of Advertisements on Consumers' Buying Behaviour and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality. Frontiers in psychology, 12, 803348. https://doi.org/10.3389/fpsyg.2021.803348 [Google Scholar] [Crossref]

69. Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2021). The impact of social media celebrities’ posts and contextual interactions on impulse buying in social commerce. Computers in Human Behaviour, 115, 106178. https://doi.org/10.1016/j.chb.2019.106178 [Google Scholar] [Crossref]

• Social Media and Ghanaian Youth: A Systematic Review of Impacts and Implications
• Social Media Trends and Public Opinion Dynamics in Port Harcourt
• The Impact of Social Media Information in Checkmating Social Injustice and Bad Governance in Nigeria
• The Impact of Image-Based Brand Content on Moroccan Consumers Engagement on Social Media
• Qur’anic Character Model in Enhancing the Quality of Job Satisfaction among the Civil Servants