Abstract:
The rise of technological and marketing innovations has transformed how impulse buying occurs,
as it has moved beyond traditional retail settings into online channels. As a result, there
is a need for more research that investigates impulse buying behavior explicitly in the online
environment. Therefore, this study’s objectives are to examine the effects of social media marketing
activities on consumer online impulse buying intentions via brand resonance (i.e., brand
engagement, brand attachment, brand judgment) and emotional responses (i.e. arousal and pleasure)
while incorporating the moderating effects of consumer social network proneness toward
fashion retail brands. This study recruited 441 netizens (who were using fashion retail brands)
to obtain their responses through an online survey, and structural equation modeling was performed
to analyze the responses. The findings revealed that social media marketing activities
significantly affect brand resonance and emotional responses, increasing online impulse buying
intentions. Similarly, brand resonance and emotional responses were positively associated
with consumer online impulse buying intentions and acted as positive mediators between social
media marketing activities and consumer online impulse buying intentions. Finally, consumer
social network proneness directly and as a moderator boosted consumer online impulse buying
intentions. This study contributes to the stimulus-organism-response theory and provides several
managerial guidelines to increase the retail fashion business.
