The Role of Interactivity in Social Commerce Websites: A Content Analysis Study

Impulse Buying Behaviors in a Digital World

“…Due to the growth of the Internet and social media technologies and their strong influence on the shopping experience of customers (Almahdi & Archer-Brown, 2022), research on impulse buying has, inevitably, extended to the context of online shopping (Wells et al, 2011;Chan et al, 2017). This research direction is especially important as 56% of people report that more than half of their online purchases are impulsive (Lee, 2022).…”

“…Based on our overview of impulse buying research in a digital world, we recommend that further research attention is dedicated to understanding customers' buying behaviors in both online and social media environments. What gives this research direction additional importance is the fact that customers are dynamic, which means that their behaviors and experiences keep evolving over time and with the introduction of new shopping technologies (Almahdi, 2018). Special attention should also be paid to investigating impulse buying behaviors on social commerce platforms (Abdelsalam et al, 2020), as they are an underexplored but promising novel shopping technology (Almahdi & Archer-Brown, 2022;Almahdi, 2021).…”

“…What gives this research direction additional importance is the fact that customers are dynamic, which means that their behaviors and experiences keep evolving over time and with the introduction of new shopping technologies (Almahdi, 2018). Special attention should also be paid to investigating impulse buying behaviors on social commerce platforms (Abdelsalam et al, 2020), as they are an underexplored but promising novel shopping technology (Almahdi & Archer-Brown, 2022;Almahdi, 2021). Finally, the long-term effects of COVID-19 on customers' impulse (online and offline) buying behaviors is an interesting area of research to consider in the future (Lee, 2022;Wang & Chapa, 2022).…”

“…Paying attention to emerging and growing shopping environments, such as social commerce, social media, and e-commerce is thus a key factor to help understand the wide array of customer impulse buying behaviors, what influences them, and how to direct them towards acheiving desired marketing outcomes (Dodoo & Wu, 2019;Liu et al, 2013;Huang, 2016). This gains additional importance, considering the dynamic, ever-evolving, nature of customers' online shopping preferences and experiences (Almahdi, 2018).…”