This paper investigates what types of Instagram marketing tools are the most effective in
relation to Generation Z's impulse purchasing behaviour within fashion industry in the …

The main objective of this research is to investigate the impact of social media marketing
activities—restricted only to Instagram influencers—on online impulse buying through the …

High penetration of social media in Indonesia gives more opportunities for sellers to promote
their products, as well as for consumers to buy. Instagram is a popular social media for e …

Impulse buying behaviour: an online-offline comparative and the impact of social media |
Emerald Insight Books and journals Case studies Expert Briefings Open Access Publish with us …

Since the past two decades, Generation Y consumers have become global marketers'
interest due to their spending power and high likely to engage in impulse buying behaviour …

Purpose Throughout 2020, especially under the lockdown measures, there was a significant
surge in e-commerce and social commerce (s-commerce), with numerous people all over …

Purpose–The purpose of this study is to investigate the external cues on apparel web sites
that encourage impulse buying. Design/methodology/approach–Focus group interviews …

Purpose The purpose of this study is to investigate the impulsive purchase of Generation Z
of Muslim women on TikTok Shop. The primary attention in this stimulation investigation …

Instagram has become a popular platform for consumers and marketers. Using the stimulus-
organism-response theory, this study compared lifestyle and brand influencer types of …

Purpose This study aims to find how can fashion micro-influencers and their electronic word-
of-mouth (eWOM) messages increase consumer engagement on social media, focusing on …