Impact of Social Media Marketing on Impulse Buying vs. Planned Purchase: An Empirical Study Across Age Groups

Ali Asgar Joon; Anjali Sharma

doi:10.36948/ijfmr.2026.v08i03.78487

Impact of Social Media Marketing on Impulse Buying vs. Planned Purchase: An Empirical Study Across Age Groups

Author(s)	Dr. Ali Asgar Joon, Anjali Sharma
Country	India
Abstract	The rapid expansion of social media platforms has significantly transformed consumer behaviour by integrating marketing communication into everyday digital interactions. This study examines the impact of social media marketing on impulse buying and planned purchase behaviour, with a specific focus on age-based differences. The research is based on primary data collected from 150 respondents in Ajmer district using a structured questionnaire designed on a five-point Likert scale. The study applies descriptive and comparative analytical techniques to identify behavioural patterns across different age groups. The findings indicate that younger consumers exhibit a higher tendency toward impulse buying, primarily influenced by emotional triggers, urgency cues, and influencer endorsements. In contrast, older consumers demonstrate a preference for planned purchasing behaviour, relying on information, evaluation, and rational decision-making. The study supports theoretical frameworks such as the Stimulus-Organism-Response (S-O-R) model and the Theory of Planned Behaviour (TPB), highlighting the dual role of social media as both a persuasive and informational medium. The research contributes to the understanding of digital consumer behaviour in semi-urban India and provides insights for marketers and policymakers regarding targeted and ethical marketing strategies.
Keywords	Social Media Marketing, Impulse Buying
Field	Business Administration
Published In	Volume 8, Issue 3, May-June 2026
Published On	2026-05-14
DOI	https://doi.org/10.36948/ijfmr.2026.v08i03.78487

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Impact of Social Media Marketing on Impulse Buying vs. Planned Purchase: An Empirical Study Across Age Groups

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