Influencers and Impulsive Purchase Behavior: Insights from Recent Literature

Abstract

Purpose: The rapid rise of social media and the growing commercial power of influencers have positioned impulsive purchase behavior as a prominent domain within digital consumer research. The purpose of this research is to critically analyze the underlying mechanisms, behavioral patterns, and existing gaps in influencer-driven impulsive purchasing.

Design/Methodology/Approach: This study employed secondary data to examine existing literature in context of the role of influencers on impulsive buying behavior. The data were sourced from the Scopus database, a widely recognized repository renowned for its extensive and credible collection of peer-reviewed academic publications across diverse disciplines.

Findings: This review reveals that emotional and relational considerations such as trust, authenticity, parasocial relationships, and emotional attachment have a central place in influencer-induced impulsive purchase behaviour. Live-streaming environments, with interactivity, vividness, and real-time interaction, enhance consumers’ impulsiveness. Influencers’ attractiveness, credibility, and communication styles have strong effects on consumers’ psychological states and impulsive behaviours. The SOR model was the most frequently applied theoretical framework, but complementary theories added depth to understanding this behaviour.

Originality/Value: The study findings significantly enhance the existing body of knowledge pertaining to impulsive purchases driven by influencers by integrating research from diverse theoretical frameworks and digital platforms. The review establishes the authenticity and academic credibility of its findings through the use of credible, peer-reviewed sources. Also outlines the distinct pathways for future studies.

Paper Type: Review of Literature