The social media advertising as an influencer of impulse buying

Literature review

Abstract

Consumer behavior and shopping experience have undergone major changes in recent years as a result of the growth of the internet, e-commerce and social media. This article aims to identify how advertising on social networks influences consumer buying behavior and, consequently, encourages impulse buying.

In this sense, this research is based on a systematic review of the literature focused on the theme addressed. The results of this study confirm a correlation between social media advertising and impulse buying. According to these same results, portuguese youth are influenced, directly and indirectly, to make this impulsive purchase as a consequence of emotional factors, including positive emotions and a sense of belonging. By understanding this behavior, brands will be able to adjust their campaigns and further enhance their business.

Keywords: social media, social media advertising, impulse buying, social media marketing, online consumer behavior e online impulse buying