ROLE OF INFLUENCER MARKETING ON IMPULSIVE BUYING BEHAVIOR AMONG YOUNG CONSUMERS

Abstract

This study explored the link between influencer marketing and impulsive buying among young consumers. Consumer behavior can be heavily influenced by influencers, especially as digital platforms grow more popular. A total of 204 respondents were surveyed using two standardized tools: the Buying Impulsive Scale and the Influencer Marketing Questionnaire (Alcantara et al., 2024). Besides examining demographic differences such as gender and marital status between Impulse buying behavior and Influencer marketing scores, statistical analysis was also performed to investigate these differences. The results showed that influencer marketing and impulsive buying behavior have a significant negative correlation. Impulse buying behavior scores were not related to gender, but Influencer marketing scores were notably higher for males. The marketing influencer explained an 9.6% variance on impulsive buying behavior. Overall, this study helps deepen the understanding of how demographic factors influence consumer behavior through digital marketing. These insights can help brands tailor their digital marketing strategies. The main implication of this study is to assist brands in customizing their marketing efforts. By understanding how influencer marketing affects impulsive buying across different groups, companies can develop more targeted and effective campaigns. This can lead to better customer engagement and increased sales