Exploring Emotional Well-Being in Facebook as a Driver of Impulsive Buying: A Cross-Cultural Approach

The purpose of this research is to comprehend how using Facebook affects individuals’ emotional well-being and to explore the relationship as a motivation or driver to alleviate negative states while enhancing positive ones through impulsive buying behavior; also cross-cultural aspects of these relationships are explored to understand key differences in this behavior. Three focus groups and nine in-depth interviews were developed with Mexican and Spanish women among 30–50 years, medium to high income, with active Facebook accounts and medium-heavy users. The findings suggest that positive and negative emotions could drive an impulsive buying behavior, however negative emotions are stronger and more prone to drive such an impulse; such behavior might not be present without the use of Facebook.