Consumer Impulse Buying Behaviour in the Era of Social Commerce: A Study of Social Media Influence

The rapid expansion of social commerce has transformed traditional online shopping by integrating social networking platforms with digital commerce. Social media platforms such as Instagram, Facebook, YouTube, Tik Tok have become influential marketplaces where consumers discover products, interact with brands, seek recommendations, and make purchases without leaving the platform. This study examines the influence of social media on consumer impulse buying behaviour in the era of social commerce. It explores the role of influencer marketing, personalized advertising, electronic word-of-mouth (e-WOM), Fear of Missing Out (FOMO), live shopping, and digital payment convenience in shaping spontaneous purchasing decisions. The study adopts a descriptive research design based on secondary data collected from books, research articles, industry reports, and government publications. The findings indicate that social media significantly encourages impulse buying by creating engaging, personalized, and emotionally appealing shopping experiences. The study concludes that while social commerce offers substantial opportunities for businesses and consumers, ethical marketing practices and consumer awareness are essential to promote responsible purchasing behaviour.