The Influence of Social Media on Impulse Buying Behaviors Among Gen Z Consumers

Kayla Monterroso

College: College of Business and Public Management

Major: BS.MARKETING

Faculty Research Mentor: Salehi, Reza Fazli

Abstract:

Social media has become a central part of daily life for Generation Z which has shaped how consumers discover, evaluate, and purchase products. Popular platforms like Instagram, Tik Tok, or Facebook have integrated entertainment and direct shopping features which creates an environment that encourages spontaneous purchasing behavior. As impulse buying continues to be a heavy factor in retail sales, learning how digital platforms can influence these behaviors becomes important.This conceptual study examines how social media features contribute to impulse buying among Gen Z consumers. This paper will review existing research on impulse buying, digital marketing, and youth consumer behavior to identify the key factors. This study focuses on influencer endorsements, personalized advertisements, limited-time promotions and social proof such as likes and comments as potential factors of the impulsive purchases. This paper proposed a conceptual framework suggesting that the social media elements increase emotional engagement and perceived social pressure which may lead to these impulse buying decisions. Additionally, the strong connection Gen Z has to online identity may strengthen this relationship.This research contributes to the growing field of social commerce by clarifying how digital environments shape impulsive consumption among young consumers. The findings provide practical insights of markets while it encourages responsible and ethical marketing strategies that are aimed toward the younger audience.Keywords: Social Media, Impulse Buying, Generation Z, Consumer Behavior, Digital Marketing.