Keywords:
social media marketing
impulse buying behaviour
S-O-R

  • Abstract

    The utilization of social media platforms as marketing tools has become an essential strategy that must be carefully formulated by marketers due to the numerous benefits they offer, both in acquiring new customers and maintaining existing ones. As digitai interactions increasingly influence consumer behavior, understanding the mechanisms behind these interactions becomes vital. This study aims to examine the direct and indirect effects of social media marketing, customer engagement, hedonic shopping motivation, and impulse buying behavior using the Stimulus-Organism-Response (S-O-R) theoretical framework. A quantitative approach was employed, utilizing Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the support of SmartPLS 4.0 softwares. The research sample consisted of 210 respondents who had previously made transactions through social media platforms, including WhatsApp, Facebook, Instagram, and TikTok. The findings indicate that social media marketing exerts a positive and significant influence on impulse buying behavior. Moreover, this relationship is mediated by customer engagement and hedonic shopping motivation, highlighting the psychological and emotional processes that shape consumer purchasing decisions in digital environments. The study provides empirical evidence that engaging content and emotionally resonant experiences on social media can significantly enhance both engagement and impulse-driven purchases. These results emphasize the strategic importance of designing interactive and stimulating marketing content to foster stronger consumer relationships and increase spontaneous purchasing behavior. The research contributes to the growing body of knowledge on digital marketing and offers practical insights for businesses seeking to optimize their social media strategies.

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Yuniarti, Y., Johannes, Junaidi, & Octavia, A. (2025). Advancing the understanding of consumer behavior in social media marketing: An extended S–O–R perspective. Multidisciplinary Science Journal, 8(6), 2026247. https://doi.org/10.31893/multiscience.2026247
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