them evaluate a purchase decision longer by analyzing the real value of the product,
needs fulfillment process and substitutes or similar products (Bailey and Dynarski,
2011).
However there are many reasons why researchers disagree on this theory which
includes the limited of financial resources in the lower class income which makes
them think twice before making an impulse purchase as compared to the higher class
income. The advancements in technology and infrastructure in recent years have also
encouraged an equality of information and knowledge for all users of the internet
which removes the barriers between the lower class and higher class income (Baas,
2012).
2.2 Construction of Hypothesis
The main purpose of this research is to evaluate the effects of social media, mobile
marketing and in-store promotion towards shoppers impulse purchase since it is
stimulus driven. The higher a shopper is exposed to stimuli the higher the chance of
them to engage in impulse purchase (Dawson and Kim, 2010). Some of the external
promotion in social media and mobile might act as a direct motivation for a shopper
to conduct an impulse purchase however some may act as an indirect motivation
whereby the shopper might recall the advertisement while visiting the store and
therefore decide to do an impulse purchase. The planned impulse purchase as
described as one of the types of impulse purchase by Stern (1962) analyses the
relationship of different external promotion tools which influences a shopper to visit
the store and the role of in-store promotion which influences the shopper to make a
purchase.
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