The impact of digital marketing practices on consumers' impulsive buying decisions: The mediating role of social media advertisements

This study investigates the mediating role of social media advertisements in the effect of digital marketing on impulsive buying behavior. Conducted using a quantitative research approach, data were collected through surveys in two phases: a pilot study with 173 participants and a main study with 1,014 participants, all aged 18 and above. Participants were recruited voluntarily through simple random sampling. The validity and reliability of scales were tested during the pilot phase to ensure a robust foundation for the main study. Data analysis was performed using SPSS and AMOS software. SPSS facilitated parametric tests, correlation, and validity-reliability analyses, while AMOS was employed for mediation analyses. Relationships among digital marketing, social media perception, and impulsive buying behavior were assessed through path analysis, and the effects of demographic variables were examined using difference analyses. The findings reveal that digital marketing does not have a direct impact on impulsive buying behavior; however, it exerts an indirect effect through social media perception. Social media perception was found to positively and directly influence impulsive buying behavior. Additionally, demographic factors such as gender, marital status, age, education level, and income were found to create significant variations in perceptions of digital marketing and impulsive buying behavior. The results highlight the importance of enhancing social media perception in digital marketing efforts. Companies are encouraged to develop targeted strategies aligned with demographic characteristics, fostering more sustainable marketing practices. Academically, this research provides a foundation for deeper analyses of how digital marketing impacts diverse demographic groups.