International Journal of Health Management and Tourism

2458-9608

Dilaver TENGİLİMOĞLU

10.31201/ijhmt.994064

THE EFFECT OF SOCIAL MEDIA ON IMPULSE BUYING BEHAVIOR DURING THE COVID 19 PANDEMIC

https://orcid.org/0000-0001-9393-5136

Korkmaz

Sezer

UNIVERSITY OF HEALTH SCIENCES

https://orcid.org/0000-0002-9065-2381

Seyhan

Fırat

ANKARA HACI BAYRAM VELI UNIVERSITY

11 26 2021

6 3 621 646 09 11 2021

2016

International Journal of Health Management and Tourism

Aim: In the Covid-19 pandemic process, the absence of a "new normal" has also reflected on thepurchasing behaviour of consumers, encouraging impulse purchasing behaviour instead of rationally andconsistently choosing the best. In parallel with this change in purchasing behaviour, the purpose of thisstudy is to determine the effect of social media on impulse purchasing behaviours during the Covid-19pandemic process.Methods: For this purpose, the study applied an online questionnaire to 518 people by using the snowball sampling method, which is one of the non-random sampling methods. Apart from demographic variables, the study used three sub-dimensions, namely social media, social impact source, and social platform activities, as well as “Social Media Impact Scale” consisting of eleven questions and “Impulse Purchase Scale” consisting of nine questions. Results: The study analysed the data obtained from the survey using the structural equation model anddetermined that the social impact source and social platform activities significantly affect the social mediaeffect.Conclusion: The study additionally observed that the social media effect significantly affects the impulsepurchases of consumers.

Social Media Impulsive Buying Covid-19 Consumer Behavior

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