The Impact of Instagram "Call-to-Action" Buttons on Customers' Impulse Buying

Handayani, Regina C.; Purwandari, Betty; Solichah, Iis; Prima, Pudy

doi:10.1145/3278252.3278276

Cited by 24 publications

(15 citation statements)

References 14 publications

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“…Response refers to the action taken in response to an impulse-purchasing stimulus, which can include the urge to buy (such as clicking on an advertisement or adding a product to a shopping cart) or making a purchase. According to Handayani et al (2018), response to impulse-purchasing stimuli on Instagram is influenced by both internal (e.g. personal characteristics) and external (e.g.…”

Section: Stimulus-organism-response Frameworkmentioning

confidence: 99%

A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environment

Muhammad,

Adeshola,

Isiaku

2023

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Purpose Generation Z (Gen-Z), sometimes known as “digital natives”, represents the first generation to become immersed in digital communication. In a multicultural environment, this study aims to explore which types of factors are most beneficial in connection with Gen-Z’s impulsive purchase behaviour. Design/methodology/approach This study adopts an exploratory sequential mixed-method design, incorporating both qualitative and quantitative approaches. In Study 1, focus group discussions are conducted to address “why” and “how” questions, whereas Study 2 uses a quantitative method to test the hypothetical model. The model is assessed using structural equation modelling. This study used the stimulus–organism–response (SOR) framework in the context of Instagram. Findings Building on Mehrabian and Russell’s (1974) concept and focus group discussions, Study 1 introduces a novel SOR model tailored to Instagram. In Study 2, the model is tested, and results confirm most hypotheses, except for three. Factors such as aesthetic appeal, scarcity promotions and discounted prices stimulate impulse buying behaviour in Gen-Z. Positive emotional responses evoked by these factors also influence impulse buying, whereas the impact of negative emotional responses is found to be insignificant. Originality/value This mixed-methods study enhances the theoretical understanding of Gen-Zers’ impulse buying behaviour by highlighting the influence of diverse independent variables. By using the SOR framework, it reveals the intricate emotional aspects impacting impulsive purchase decisions. The research provides new insights into online impulsive buying behaviour, particularly relevant to consumer psychology and behavioural economics among young collectivist consumers.

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Section: Stimulus-organism-response Frameworkmentioning

confidence: 99%

A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environment

Muhammad,

Adeshola,

Isiaku

2023

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“…In contrast, response comprises resultant actions such as search, evaluation, purchase intention, and purchase behaviour (Ergolu et al 2001) stemming from different situational factors. Though to iterate, the model has been used as a paradigm for numerous studies on impulsive purchase behaviour in social and mobile commerce (Xiang et al, 2016;Chuan & Zhuang, 2018;Handayani et al, 2018;Zhang et al, 2020;Huang & Suo, 2021;Lee & Chen, 2021).…”

Section: Stimulus Organism Responsementioning

confidence: 99%

“…interaction with the S-O-R model Handayani et al (2018). used the model to analyse the impact of Instagram's "Call-to-Action" buttons on customers' customers' impulse buying.…”

mentioning

confidence: 99%

Exploring the Tiktok Influences on Consumer Impulsive Purchase Behaviour

Teo

Tee

Liew

2023

IJBS

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TikTok is one of the most widely used platforms popular among young adults and teenagers and had over 800 million monthly active users in 2020. TikTok enjoys significant user acquisition growth with a rise in brands appearing on the platform. This study explores how TikTok influences consumer impulse purchase behaviour in Malaysia through the lens of the Stimulus-Organism-Response (S-O-R) model comprising product-related visual appeal and product feasibility (stimuli), perceived enjoyment, and perceived usefulness (Organism), and impulsive purchase intention (Response). SPSS and Smart PLS analysed data per one hundred sixty-nine responses from close-ended questionnaires distributed across online channels. The findings indicate that visual appeal and product feasibility positively influence perceived enjoyment and perceived usefulness. The data affirms the positive effect of perceived enjoyment and perceived usefulness among TikTok users on their impulsive buying behaviour. In addition to theoretical implications and suggestions for broadening the research domain, this paper offers practical recommendations for marketers to leverage TikTok's ability to drive impulsive purchase behaviour.

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“…According to Djafarova and Bowes (2020), 67% of Generation Z are highly active on Instagram posting pictures or videos that influence other Generation Z in their buying behavior; Generation Z are more receptive toward their own community's recommendation, thus the rapid usage of Instagram in showing product images from users led to the rise of impulse buying. According to Handayani et al (2018), promotional advertisements showing product images and the ability of the company to tag product images and direct them to followers or target consumers resulted in an increase in impulse buying as well, showing how significant the favorability and layout of product images can be.…”

Section: Literature Reviewmentioning

confidence: 99%

Online Impulse Buying in the Youth Context: Hedonic Motives, Emotional Responses, and Involvement in Fashion as Antecedents

Susanto

2022

Journal of Business, Management, and Social Studies

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The main aim of this study is to examine how hedonic motives, emotional variables, and involvement in fashion can impact impulsive behaviors in the fashion industry within Generation Z. The data was collected from 40 respondents through an online survey, with mostly high school graduates located in Jakarta were tested and finally analyzed. The result shows that both hedonic motives and involvement in fashion have significant effects towards impulse buying. However, the research shows that emotional variables did not have a significant impact on impulse buying. The suggested study will contribute to the growing body of online impulse buying knowledge in the context of the youth in a developing country.

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The Impact of Instagram "Call-to-Action" Buttons on Customers' Impulse Buying

Cited by 24 publications

References 14 publications

A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environment

A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environment

Exploring the Tiktok Influences on Consumer Impulsive Purchase Behaviour

Online Impulse Buying in the Youth Context: Hedonic Motives, Emotional Responses, and Involvement in Fashion as Antecedents

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