A Study on Factors Affecting Impulsive Buying Behaviour in Social Commerce Environment

Considering the rapid adoption of social media among consumers and organizations, this study intends to examine the impact of online bundle promotions and contextual interactions on impulse buying as consumers encounter them synchronously.Hence, a research model is proposed with the integration of perceived transaction value, perceived acquisition values, top reviews information, scarcity and buying impulsiveness. Results reveal the positive impact of targeted constructs on the impulse buying tendency.– This research is one of the early studies to explore the influence of social media advertising and contextual social factors (e.g., perceived acquisition value, perceived transaction value, scarcity and top reviews information) on buying impulsiveness. This research is imperative for scholars and managers with pertinent suggestions to arouse impulse buying.