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

Year 2021, Volume: 6 Issue: 3, 621 - 646, 26.11.2021

Sezer Korkmaz Fırat Seyhan

Abstract

Aim: In the Covid-19 pandemic process, the absence of a "new normal" has also reflected on the
purchasing behaviour of consumers, encouraging impulse purchasing behaviour instead of rationally and
consistently choosing the best. In parallel with this change in purchasing behaviour, the purpose of this
study is to determine the effect of social media on impulse purchasing behaviours during the Covid-19
pandemic 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 and
determined that the social impact source and social platform activities significantly affect the social media
effect.
Conclusion: The study additionally observed that the social media effect significantly affects the impulse
purchases of consumers.

Keywords

Social Media, Impulsive Buying, Covid-19, Consumer Behavior

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