The effects of the e-tailer’s reputation, the e-tailer’s familiarity, and the relevance of the e-tailer’s social media communication on impulse buying

Abstract

In this paper, we study how the interaction with consumers on social media impacts impulse buying using the data of 396 questionnaires. The results confirm that the e-tailer's reputation, familiarity, and the relevance of his social media communication positively impact trust and impulse buying. We have also found that social distance moderates the effect of the e-tailer’s reputation and the perceived relevance of the e-tailer's social media communication on impulse buying. Knowing how social media communication influences impulse buying enables companies to strengthen synergy between social media presence and the online store.