The Influence of Social Media Community, Social Media Advertising, User-Generated Content, and Micro-Celebrity on Online Impulse Buying Intention And Behavior
DOI:
https://doi.org/10.23960/E3J/v9.i1.1-8Keywords:
Impulsive Buying, Micro-Celebrity, Social Media Community, User-Generated ContentAbstract
This study analyzes the influence of Social Media Community, Social Media Advertising, User-Generated Content, and Micro-Celebrity on impulsive buying intention and impulsive buying behavior among Indonesian consumers of Wardah beauty products. Impulsive buying has become increasingly common due to the persuasive nature of digital content and interactive social media environments. Using a quantitative method, data were collected through an online survey of 303 active social media users who had previously purchased Wardah products via e-commerce platforms. The research employed Partial Least Squares–Structural Equation Modeling (PLS-SEM) to examine direct and indirect relationships among variables. The results show that all four social media stimuli significantly and positively affect impulsive buying intention, which in turn significantly predicts impulsive buying behavior. Micro-Celebrity is identified as the strongest predictor, followed by Social Media Advertising, Social Media Community, and User-Generated Content. The findings highlight the importance of credible digital interactions in stimulating spontaneous online purchasing decisions.
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