This report investigates the impact of social media on impulse buying behavior, specifically within the context of clothing purchases. The study delves into the motivations behind impulse buying, exploring how social media marketing tactics, such as promotional messages and visually appealing content, influence consumer decisions. The research examines the correlation between social media usage and impulse buying, analyzing how consumers are enticed by various promotional strategies across social media platforms. The report includes a literature review defining impulse buying, outlining its antecedents (personal traits, culture, behavioral intentions, hedonic consumption, social surroundings, consumer involvement, and product categories), and presenting relevant theoretical frameworks like the Impulse Buying Model, Fashion-Oriented Impulse Buying Model, and S-O-R Model. The methodology section details the data collection methods, instrumentation, and data analysis techniques, including Structural Equation Modelling (SEM). The results section presents the sample characteristics, factor analysis, model fit, and hypothesis testing. The report concludes with a discussion of the findings and their implications for retailers and consumers.
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