Online Impulse Buying: The Application of Srimulus-Organism-Response Model
Abstract
This study investigates the application of the Stimulus-Organism-Response (S-O-R) model to understand how social media marketing influences online impulse buying among Generation Z fashion consumers. Social media marketing activities, including interaction, entertainment, trendiness, word-of-mouth, and personalization, are considered as the stimulus, while impulse buying intention is the dependent variable. Brand resonance and emotional response serve as mediators and social network proneness acts as a moderator. Data was collected through online questionnaires to ensure reliability and consistency. The analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS, which validated the measurement and structural relationships. The results reveal that while social media marketing activities influence emotional responses and brand resonance, these factors alone do not directly drive impulse buying. Instead, emotional responses, particularly positive emotions, have a stronger impact on impulse buying intentions. Social network proneness also plays a role in making consumers more responsive to recommendations, though it does not mediate the relationship between marketing activities and purchase intentions. The study highlights the complexity of online impulse buying behavior, with emotional and situational factors being crucial drivers. Limitations include a sample focused on a specific demographic in the fashion industry, which may affect generalizability. Future research should explore generational differences, psychological motivations, and the impact of technology and visual content, as well as investigate other moderators influencing impulse buying behavior.
Downloads
References
Afifah, I., & Kuswati, R. (2023). Does Green Purchase Intention Mediate the Effect of Ethical Self Identity on Green Purchase ? 1(2).
Ahmed, I., & Ishtiaq, S. (2021). Reliability and validity: Importance in Medical Research. Journal of the Pakistan Medical Association, 71(10), 2401–2406. https://doi.org/10.47391/JPMA.06-861
Bakar, R., Fauziyah, N., & Rahmat, A. (2025). Do Consumers Perceive Impulsive Buying and Pain of Payment ? E-Commerce Transactions Using Pay Later ,. 27(1), 31–59.
Bashar, A., Wasiq, M., Nyagadza, B., & Maziriri, E. T. (2024). Emerging trends in social media marketing: a retrospective review using data mining and bibliometric analysis. Future Business Journal, 10(1). https://doi.org/10.1186/s43093-024-00308-6
Burgess, J., & Spinks, W. (2014). An Examination of the Four Factors of Brand Resonance and their Theoretical Application to Video Games. Journal of New Business Ideas & Trends, 12(2), 37–49. http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=100510743〈=it&site=ehost-live
Ellyana Ayu Pramesti, & Kuswati, R. (2024). Innovative Approaches and Entrepreneurial Intentions: Analyzing Indonesia’s Youth through the Theory of Planned Behavior. Journal of Business and Management Studies, 6(1), 45–54. https://doi.org/10.32996/jbms.2024.6.1.3
Ihza, F., Widiyantoro, A., & Kuswati, R. (2024). Journal of Humanities and Social Sciences Studies Understanding the Influence of Brand Experience and Brand Satisfaction on Brand Loyalty: Mediated by Brand Love. 7–16. https://doi.org/10.32996/jhsss
Indriana, A., Sholahuddin, M., Kuswati, R., & Soepatini. (2022). The Impact of e-WOM and Celebrity Endorser on Purchase Intention Mediated by Brand Image: A Study on Halal Cosmetic Products. Journal of Business and Management Studies, 4(4), 197–210. https://doi.org/10.32996/jbms.2022.4.4.29
Joseph, A. S. (2022). “Social Media Impact on Online Impulse Buying-A social Commerce Perspective.” 24(12), 1–05. https://doi.org/10.9790/487X-2412050105
Karnia, R. (2024). Importance of Reliability and Validity in Research. 13(6), 137–141.
Kuswati, R., Soepatini, S., Kussudyarsana, K., & Zakiyah, S. (2024). Parasocial Interactions of Indonesian Beauty Vloggers in the Digital Age: Do they Impact Purchases by Millennial Netizens? WSEAS Transactions on Information Science and Applications, 21, 196–207. https://doi.org/10.37394/23209.2024.21.19
Lee, J. P. (2024). Social anxiety and social networking service addiction proneness among university students: A moderated mediation model of narcissism and gender. PLoS ONE, 19(6 June), 1–14. https://doi.org/10.1371/journal.pone.0304741
Niehaves, B., & Ortbach, K. (2016). The inner and the outer model in explanatory design theory: The case of designing electronic feedback systems. European Journal of Information Systems, 25(4), 303–316. https://doi.org/10.1057/ejis.2016.3
Nur, R., Saputra, M., Kuswati, R., & Surakarta, U. M. (2024). The Effect Of Hedonic Motivation ang Positive Affect on Impulsive Buying Behavior Mediated by Shopping Lifestyle. 4(12), 11186–11199.
Rahayu Pangestuti, M., Alam Romadhon, Y., & Kuswati, R. (2024). The Influence of Compensation and Workload on the Quality of Health Services in Hospitals with the Effectiveness of Electronic Medical Records as a Mediating Variable. International Journal of Management Science and Information Technology, 4(2), 285–296. https://doi.org/10.35870/ijmsit.v4i2.2934
Safeer, A. A. (2024). Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework. Journal of Product and Brand Management, 33(5), 533–544. https://doi.org/10.1108/JPBM-07-2023-4619
Sharma, K., Kodhati, P., and Sukhavasi, S. (2022). Emotional Marketing on Consumer Behaviour - Perception Study. International Journal of Consumer Studies, 47(6), 2396–2416.
Taherdoost, H. (2021). Data Collection Methods and Tools for Research; A Step-by-Step Guide to Choose Data Collection Technique for Academic and Business Research Projects Hamed Taherdoost. Data Collection Methods and Tools for Research; A Step-by-Step Guide to Choose Data Coll. International Journal of Academic Research in Management (IJARM), 2021(1), 10–38. https://hal.science/hal-03741847
Yuliana, R. (2024). Analysis of the Effect of Entrepreneurship Education on Entrepreneurial Intentions with Entrepreneurial Motivation and Opportunity Recognition as Intervening Variables. 4(1), 148–154.
Zafar, A. U., Qiu, J., Shahzad, M., Shen, J., Bhutto, T. A., & Irfan, M. (2021). Impulse buying in social commerce: bundle offer, top reviews, and emotional intelligence. Asia Pacific Journal of Marketing and Logistics, 33(4), 945–973. https://doi.org/10.1108/APJML-08-2019-0495
Copyright (c) 2025 Azzahra Anandita Prasetya, Rini Kuswati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
