International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Call for Paper Volume 8, Issue 2 (March-April 2026) Submit your research before last 3 days of April to publish your research paper in the issue of March-April.
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Volume 8 Issue 2
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Impact of Social Media Usage, Emotional Triggers and Social Media Advertising on Impulsive Buying Behaviour among Students of Higher Educational Institutions

Author(s) Ms. Radha Dogra, Prof. Dr. Devinder Sharma
Country India
Abstract Consumer behaviour is shaped by the digital experience and the adaptation of online platforms across various scenarios. This research investigates the impact of social media usage, emotional triggers, and impact of social media advertisement on impulsive buying behaviour among higher educational institution’s students in the four districts of Himachal Pradesh i.e. Kangra, Shimla, Mandi, and Solan. A well-structured questionnaire was prepared for this purpose. It used a five-point Likert scale to measure responses. A total of 480 students took part in the study and provided their responses. Data were analyzed using SPSS program to conduct descriptive statistics, reliability analysis and multiple regression analysis. The results showed that all three factors had a positive and statistically significant impact on the impulsive buying behaviour of the respondents. Emotional triggers emerged as the most important predictor, followed by social media usage and advertisement trigger. The insights from the study can assist marketers in formulating tailored and ethically responsible social media strategies, while also enhancing understanding of the psychological and social media-related antecedents of impulsive buying behaviour among students.
Keywords Social Media Usage, Emotional Triggers, Advertisement Impact, Impulsive Buying Behaviour, Students, Himachal Pradesh
Field Business Administration
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-04-12
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E-ISSN 2582-2160
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IJFMR DOI prefix is
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