Impact of Social Media Promotions on Impulse Buying Behaviour with the Mediating Effect of Impulse Buying Intention: With Reference to Cosmetic Industry in Sri Lanka

Abstract

The growing exposure to social media has led to increasing consumer interest in fast moving consumer products, particularly beauty cultural products. Despite the growing body of research on Impulse Buying Behavior, significant knowledge gaps remain, particularly in the context of Cosmetic industry. Existing studies predominantly focus on developed countries, leaving a gap in understanding the impact of social media marketing on impulse buying behavior in developing economies like Sri Lanka. Thus, the study examines the impact of social media marketing on impulse buying behavior of Sri Lankan consumers, with a particular focus on Impulse Buying Intention as the mediator. A quantitative research approach was employed, utilizing a structured survey questionnaire distributed among 200 respondents in Sri Lanka. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationships between variables. The findings of this study indicate that Social Media Advertising significantly influences impulse buying by increasing brand awareness, building relationships with consumers, and nurturing their emotional connections to the product. Social Media Community also plays a critical role in shaping impulse purchases, as consumers rely on peer recommendations, opinions, and interactions. Accordingly, the effects of social media advertising and social media community variables have a positive effect on impulse buying intention and impulse buying behavior. The practical ramifications of these findings are significant for marketers and merchants operating in Sri Lanka's cosmetics industry. Social media marketers can increase customer visibility by connecting social influence, including word-of-mouth, sponsorships, influencer endorsements, and peer based ground support