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Marketing Strategies and Social Influence on Impulse Buying
- 1 School of Economics, Guangdong University of Finance & Economics, Guangzhou, 510320, China
* Author to whom correspondence should be addressed.
Abstract
This study employs a literature review methodology to examine the influence of marketing strategies and social factors on impulse buying behavior. The research focuses on the effects of various marketing strategies, including promotional discounts, controlled marketing, and live-streaming marketing, as well as social factors such as social media and online reviews. Through the analysis of multiple empirical studies, it is found that these factors influence impulse buying through various mechanisms, including time-limited discounts, scarcity marketing, emotional experiences, and herd behavior. However, the research also indicates that frequent promotions may reduce effectiveness, and negative reviews have a more significant impact than positive ones. Additionally, this paper analyzes the measurement methods used in the studies, compares various research conclusions and methodologies, and summarizes the limitations and shortcomings of existing research while proposing suggestions for future studies. This research provides a theoretical foundation for understanding the complex influencing factors of impulse buying behavior and has significant practical implications.
Keywords
Impulse buying, marketing strategies, social influence
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Cite this article
Du,L. (2025). Marketing Strategies and Social Influence on Impulse Buying. Advances in Economics, Management and Political Sciences,142,172-181.
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Volume title: Proceedings of ICFTBA 2024 Workshop: Human Capital Management in a Post-Covid World: Emerging Trends and Workplace Strategies
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