EMOTIONAL DETERMINANTS OF IMPULSIVE BUYING IN THE CONTEXT OF SOCIAL MEDIA ADDICTION SELF-CONTROL AS A MODERATOR AMONG YOUNG ADULTS

Abstract

The research investigates what causes impulse buying behaviour resulting from social media addiction. Whether self-control plays a role, and how does it work?  There is an increasing number of people using social media particularly university students. This study looks at how positive and negative affective variables and social media addiction influence the impulsive tendency to consume. In this study, quantitative design and cross-section used. Here, 200 respondents taken from the online survey. The results concluded that emotional factor and social media addiction positively predict impulse buying behaviour. In the meantime, self-control plays a significant role in regulating buying behaviour. Based on the analysis, self-control is reported to partially mediate impulsive buying from emotional factors, along with social media addiction and impulsive buying behaviour. Our spending behaviour at the marketplace is influenced by various factors. Moreover, the various factors can be classified into personal, situational, and mechanical. Above all, it is important to have self-control in spending behaviour.