Another study was also conducted which analyzed the synergy impact of using
several promotional tools at once and the result indicated that the impact of using
several promotional tools at once was significantly higher than the total outcome of
using one promotional tool at once (Stammerjohan, 2005). This finding indicate that
firms should focus on using multiple promotional tools simultaneously as a more
effective strategy in gaining more shoppers to do an impulse purchase. However
marketers need to be aware of consistency factors especially in the key messages of
the promotional tools in order to give a clear message to the viewers and not confuse
them in a way that would divert their attention away from the promotion.
2.2.1 Impulse Purchase Induced by Social Media Promotion
The impact of social media is progr essively getting more important for marketers to
influence shopper’s behavior and purchase decision (Kozinets et al., 2010; Valos et
al., 2010). Social media has changed the communication landscape between people
and companies in recent years and continues to grow rapidly by the day (Kataria,
Ram, Bhatt and Anbu, 2010). In the past most people are connected only to their
close ones however with the development of social media they are able to be
connected, share feelings, emotions, and engage in activities such as purchasing and
gaming removing any geographical boundaries (Kapoor, 2013).
There are different types of social media which includes networking sites such as
(Facebook and LinkedIn), text sharing sites such as (Wikipedia), audio-visual
sharing sites such as (Youtube and Vimeo), blogging and forum sites that allows
members to communicate with each other by posting messages (Grahl, 2014) such as
(Huffington Post and Business Insider), micro blogging sites which offers a similar
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