Research Articles Open access Double-blind peer reviewed

Impact of Personalized Social Media Advertising on Online Impulse Buying Behavior

Authors

  • Huzaifa AslamORCID iD verified by the author (show author details)

    Huzaifa Aslam

    Department of Business Studies, Pakistan Institute of Development Economics, Islamabad, Pakistan, Pakistan

    0000-0002-0932-0583

    Corresponding author

  • Muhammad RashidORCID iD verified by the author (show author details)

    Muhammad Rashid

    Faculty of Management Sciences, International Islamic University, Islamabad, Pakistan, Pakistan

    0000-0002-0799-1826

  • Nouman ChaudharyORCID iD verified by the author (show author details)

    Nouman Chaudhary

    University of Surrey, Guildford, UK, United Kingdom

    0000-0003-2746-6081

Cite

How to Cite

Aslam, H., Rashid, M., & Chaudhary, N. (2021). Impact of Personalized Social Media Advertising on Online Impulse Buying Behavior. SEISENSE Business Review, 1(3), 12-25. https://doi.org/10.33215/sbr.v1i3.660

More Citation Formats

Download Citation

Share

Share

  • 9,342views
  • 6,900downloads

Abstract

Personalization is used for marketing in social media by marketers and advertisers. So there is a great need to explore this phenomenon of personalization and online impulse buying behavior. This study examines the impact of personalized advertisement and its effects on online impulse buying behavior. This study is significant for online retailers and marketers. In this study, we developed a conceptual model. We then tested it while using different factors to know the power and impact of personalized advertisement on online impulse buying behavior through social media. We see perceived novelty and perceived relevance and online payment facility as mediators between personalized advertisement and online impulse buying behavior and privacy concerns as a moderator between payment facility and online impulse buying behavior. Developed a survey and filled it with 250 participants, then performed an analysis of correlation and regression; ten of the hypotheses of this study are supported by the finding of the results. And at the last chapter discussed the results and practical implications, and conclusion of the study.

Keywords

Categories

License

Copyright (c) 2021 Huzaifa Aslam, Muhammad Rashid, Nouman Chaudhary

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Published in

Vol. 1 No. 3 (2021): SEISENSE Business Review View Issue

Reads, last 12 months

2025-122026-11

Article history

  1. ReceivedMay 25, 2021
  2. Published September 6, 2021

References

Allen, C., Yaeckel, B., & Kania, D. (1998). Internet world guide to one-to-one web marketing: John Wiley & Sons, Inc.

Amos, C., Holmes, G. R., & Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86-97. DOI: https://doi.org/10.1016/j.jretconser.2013.11.004 CrossrefGoogle Scholar

Ampuero, O., & Vila, N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2), 100-112. DOI: https://doi.org/10.1108/07363760610655032 CrossrefGoogle Scholar

Antón, A. I., Earp, J. B., & Young, J. D. (2010). How internet users' privacy concerns have evolved since 2002. Journal of IEEE Security Privacy, 8(1), 21-27. DOI: https://doi.org/10.1109/MSP.2010.38 CrossrefGoogle Scholar

Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191. DOI: https://doi.org/10.1016/S0022-4359(99)80092-X CrossrefGoogle Scholar

Bellenger, D. N., Robertson, D. H., & Hirschman, E. C. (1978). Impulse buying varies by product. Journal of Advertising Research, 18(6), 15-18. DOI: https://doi.org/10.2307/3150635 CrossrefGoogle Scholar

Carpenter, G. S., Glazer, R., & Nakamoto, K. (1994). Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes. Journal of Marketing Research, 31(3), 339-350. DOI: https://doi.org/10.1177/002224379403100302 CrossrefGoogle Scholar

Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15(2), 210-224. DOI: https://doi.org/10.1086/209158 CrossrefGoogle Scholar

Coley, A. L. (2002). Affective and cognitive processes involved in impulse buying. Citeseer,

Corts, D., Wells, B., Signorelli, P., Hunter, L., & Snyder, T. (2011). System and method for generating multimedia accompaniments to broadcast data. In. U.S. Patent No. 7,908,172. Washington, DC: U.S. Patent and Trademark Office: Google Patents.

Cox III, E. P., Anderson Jr, W. T., & Fulcher, D. G. (1974). Reappraising mail survey response rates. Journal of Marketing Research, 11(4), 413-417. DOI: https://doi.org/10.1177/002224377401100406 CrossrefGoogle Scholar

de Kervenoael, R., Aykac, D. S. O., & Palmer, M. (2009). Online social capital: Understanding e-impulse buying in practice. Journal of Retailing and Consumer Services, 16(4), 320-328. DOI: https://doi.org/10.1016/j.jretconser.2009.02.007 CrossrefGoogle Scholar

De Keyzer, F., Dens, N., & De Pelsmacker, P. (2015). Is this for me? How consumers respond to personalized advertising on social network sites. Journal of Interactive Advertising, 15(2), 124-134. DOI: https://doi.org/10.1080/15252019.2015.1082450 CrossrefGoogle Scholar

Dholakia, U. M. (2000). Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11), 955-982. DOI: https://doi.org/10.1002/1520-6793(200011)17:11<955::AID-MAR3>3.0.CO;2-J

Dodoo, N. A. (2019). Exploring the anteceding impact of personalised social media advertising on online impulse buying tendency. Internet Marketing and Advertising,, 13(1). DOI: https://doi.org/10.1504/IJIMA.2019.097905 CrossrefGoogle Scholar

Economis. (2000). Shopping around the web. ???, 354 (No. 8159.).

Feinberg, R. A. J. (1986). Credit cards as spending facilitating stimuli: A conditioning interpretation. Journal of Consumer Research, 13(3), 348-356. DOI: https://doi.org/10.1086/209074 CrossrefGoogle Scholar

Floh, A., Madlberger, M. J. E. C. R., & Applications. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425-439. DOI: https://doi.org/10.1016/j.elerap.2013.06.001 CrossrefGoogle Scholar

Hausman, A. J. (2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403-426. DOI: https://doi.org/10.1108/07363760010341045 CrossrefGoogle Scholar

International Trade Administration. (n.d.). Retrieved from https://www.trade.gov/knowledge-product/pakistan-market-overview?section-nav=3640

Jeffrey, S. A., & Hodge, R. J. E. C. R. (2007). Factors influencing impulse buying during an online purchase. Electronic Commerce Research, 7(3-4), 367-379. DOI: https://doi.org/10.1007/s10660-007-9011-8 CrossrefGoogle Scholar

Kalyanaraman, S., & Sundar, S. S. (2006). The psychological appeal of personalized content in web portals: does customization affect attitudes and behavior? Journal of Communication, 56(1), 110-132. CrossrefGoogle Scholar

Kalyanaraman, S., & Sundar, S. S. (2006). The psychological appeal of personalized content in web portals: does customization affect attitudes and behavior? Journal of Communication, 56(1), 110-132. DOI: https://doi.org/10.1111/j.1460-2466.2006.00006.x CrossrefGoogle Scholar

Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of advertising in social networking sites: The teenage perspective. Journal of Interactive Advertising, 10(2), 16-27. DOI: https://doi.org/10.1080/15252019.2010.10722167 CrossrefGoogle Scholar

Ketelaar, P. E., Bernritter, S. F., van't Riet, J., Hühn, A. E., van Woudenberg, T. J., Müller, B. C., & Janssen, L. J. (2017). Disentangling location-based advertising:The effects of location congruency and medium type on consumers' ad attention and brand choice. International Journal of Advertising, 36(2), 356-367. DOI: https://doi.org/10.1080/02650487.2015.1093810

Koch, O. F., & Benlian, A. J. J. o. I. M. (2015). Promotional tactics for online viral marketing campaigns: how scarcity and personalization affect seed stage referrals. Journal of Interactive Marketing, 32, 37-52. DOI: https://doi.org/10.1016/j.intmar.2015.09.005 CrossrefGoogle Scholar

Kreuter, M. W., & Wray, R. J. (2003). Tailored and targeted health communication: strategies for enhancing information relevance. journal of health behavior, 27(1), 227-232. DOI: https://doi.org/10.5993/AJHB.27.1.s3.6 CrossrefGoogle Scholar

Lee, C.-S., Chen, Y. G., & Fan, Y.-H. (2006). Structure and components of e-commerce business model. In Encyclopedia of E-Commerce, E-Government, and Mobile Commerce (pp. 1058-1063): IGI Global. DOI: https://doi.org/10.4018/978-1-59140-799-7.ch170 CrossrefGoogle Scholar

Leong, L.-Y., Jaafar, N. I., & Ainin, S. (2018). The effects of Facebook browsing and usage intensity on impulse purchase in f-commerce. 78, 160-173. DOI: https://doi.org/10.1016/j.chb.2017.09.033 CrossrefGoogle Scholar

Li, K., Lee. (2009). An empirical examination of perceived retail crowding, emotions, and retail outcomes. The Service Industries Journal, 29(5). DOI: https://doi.org/10.1080/02642060902720121 CrossrefGoogle Scholar

Lim, P. L., Yazdanifard, R. J. G. J. o. M., & Research, B. (2015). What internal and external factors influence impulsive buying behavior in online shopping? Global Journal of Management and Business Research.

Madhavaram, S. R., & Laverie, D. A. J. A. N. A. A. (2004). Exploring impulse purchasing on the internet. ACR North American Advances.

Montgomery, A. L., & Smith, M. D. J. J. o. I. M. (2009). Prospects for Personalization on the Internet. Journal of Interactive Marketing, 23(2), 130-137. DOI: https://doi.org/10.1016/j.intmar.2009.02.001 CrossrefGoogle Scholar

Ouellette, J. A., & Wood, W. (1998). Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior. J Psychological bulletin, 124(1), 54. DOI: https://doi.org/10.1037/0033-2909.124.1.54 CrossrefGoogle Scholar

Ozdemir, E., & Akcay, G. (2019). The Effect of Gender Identity on Consumers' Impulse Buying Behavior and The Moderating Role of Biological Sex. Business and Economics Research Journal, 10(5), 1109-1125. DOI: https://doi.org/10.20409/berj.2019.218 CrossrefGoogle Scholar

Park, E. J., & Forney, J. C. (2004). A comparison of impulse buying behavior and credit card use between Korean and American college students. Journal of the Korean Society of Clothing Textiles, 28(12), 1571-1582.

Petrison, L. A., Blattberg, R. C., & Wang, P. J. J. o. D. M. (1997). Database marketing: Past, present, and future. Journal of Direct Marketing, 11(4), 109-125. DOI: https://doi.org/10.1002/(SICI)1522-7138(199723)11:4<109::AID-DIR12>3.0.CO;2-G

Petty, R. E., Barden, J., & Wheeler, S. C. (2009). The Elaboration Likelihood Model of persuasion: Developing health promotions for sustained behavioral change.

Phau, I., Lo, C. C. J. J. o. F. M., & Journal, M. A. I. (2004a). Profiling fashion innovators. Journal of Fashion Marketing and Management.

Phau, I., Lo, C. C. J. J. o. F. M., & Journal, M. A. I. (2004b). Profiling fashion innovators. An International Journal. DOI: https://doi.org/10.1108/13612020410559993

Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior research methods, 40(3), 879-891. DOI: https://doi.org/10.3758/BRM.40.3.879 CrossrefGoogle Scholar

Rawlings, D., Boldero, J., Wiseman, F. J. P., & differences, I. (1995). The interaction of age with impulsiveness and venturesomeness in the prediction of adolescent sexual behaviour. Personality and Individual Differences, 19(1), 117-120. DOI: https://doi.org/10.1016/0191-8869(95)00024-Z CrossrefGoogle Scholar

Ries, E. (2011). The Lean Startup: How Today's Entrepreneurs use continuous innovation to create radically successful businesses: Currency.

Roberts, J. A., & Jones, E. J. J. (2001). Money attitudes, credit card use, and compulsive buying among American college students. Journal of Consumer Affairs, 35(2), 213-240. DOI: https://doi.org/10.1111/j.1745-6606.2001.tb00111.x CrossrefGoogle Scholar

Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189-199. DOI: https://doi.org/10.1086/209105 CrossrefGoogle Scholar

Saleem, A. (2019, June,29). 95% of Pakistanis use Cash on Delivery option for e-commerce transactions. Retrieved from https://www.techjuice.pk/95-of-pakistanis-use-cash-on-delivery-option-for-e-commerce-transactions/

Sekaran, U., & Bougie, R. J. I. N. Y. (2003). Research Methods For Business, A Skill Building Approach, John Willey & Sons.

Sharma, P., Sivakumaran, B., & Marshall, R. J. (2010). Impulse buying and variety seeking: A trait-correlates perspective. Journal of Business Research, 63(3), 276-283. DOI: https://doi.org/10.1016/j.jbusres.2009.03.013 CrossrefGoogle Scholar

Sheng, H., Nah, F. F.-H., & Siau, K. (2008). An experimental study on ubiquitous commerce adoption: Impact of personalization and privacy concerns. 9(6), 15. DOI: https://doi.org/10.17705/1jais.00161 CrossrefGoogle Scholar

Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59-62. DOI: https://doi.org/10.1177/002224296202600212 CrossrefGoogle Scholar

Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: an initial examination. Journal of Retailing, 76(3), 309-322. DOI: https://doi.org/10.1016/S0022-4359(00)00035-X CrossrefGoogle Scholar

Toch, E., Wang, Y., & Cranor, L. F. (2012). Personalization and privacy: a survey of privacy risks and remedies in personalization-based systems. Journal of User Modeling User-Adapted Interaction, 22(1-2), 203-220. DOI: https://doi.org/10.1007/s11257-011-9110-z CrossrefGoogle Scholar

Tran, T. P. (2017). Personalized ads on Facebook: An effective marketing tool for online marketers. Journal of Retailing and Consumer Services, 39, 230-242. DOI: https://doi.org/10.1016/j.jretconser.2017.06.010 CrossrefGoogle Scholar

Unni, R., & Harmon, R. (2007). Perceived effectiveness of push vs. pull mobile location based advertising. Journal of Interactive Advertising, 7(2), 28-40. DOI: https://doi.org/10.1080/15252019.2007.10722129 CrossrefGoogle Scholar

Verhagen, T., & van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320-327. DOI: https://doi.org/10.1016/j.im.2011.08.001 CrossrefGoogle Scholar

Wells, J. D., Parboteeah, V., & Valacich, J. S. (2011). Online impulse buying: understanding the interplay between consumer impulsiveness and website quality. Journal of the Association for Information Systems, 12(1), 3. DOI: https://doi.org/10.17705/1jais.00254 CrossrefGoogle Scholar

Westin, A. F. J. P., & Personnel Records, T. C. L. R. . (1967). Privacy and freedom New York Atheneum.

Weun, S., Jones, M. A., & Beatty, S. E. (1998). Development and validation of the impulse buying tendency scale. Psychological Reports, 82(3_suppl), 1123-1133. DOI: https://doi.org/10.2466/pr0.1998.82.3c.1123 CrossrefGoogle Scholar

Wu, L. (2016). Understanding the impact of media engagement on the perceived value and acceptance of advertising within mobile social networks. Journal of Interactive Advertising, 16(1), 59-73. DOI: https://doi.org/10.1080/15252019.2016.1160331 CrossrefGoogle Scholar

Xia, L., & Bechwati, N. N. (2008). Word of mouth: the role of cognitive personalization in online consumer reviews. Journal of Interactive Advertising, 9(1), 3-13. DOI: https://doi.org/10.1080/15252019.2008.10722143

Xu, H., Oh, L.-B., & Teo, H.-H. (2009). Perceived effectiveness of text vs. multimedia location-based advertising messaging. International Journal of Mobile Communications, 7(2), 154-177. DOI: https://doi.org/10.1504/IJMC.2009.022440 CrossrefGoogle Scholar

Similar articles

Chosen by the keywords and the section they share with this article.