There are several other reasons as to why companies are putting more focus on social
media for the company’s advertising strategies. This benefits include being able to
reach to larger number of people due to the high number of users and growth rate of
social media users in recent years. Social media promotion is also considered more
cost efficient than traditional media promotions and gives the chance for them to
obtain free publicity thr ough interactive and unique advertisement. The advertising
on social media is also said to be a more targeted approach than traditional media
advertisement which is makes it more effective as companies could deliver the
precise message and value to the targeted audience so it may appeal to thei
best
interest (Todi, 2008).
The behavior of a shopper’s impulse buying is often influenced by stimuli to which
they are exposed. Marketers often attract the attention by introducing promotion
inducements and creating a buzz which influences shoppers to conduct an impulse
purchase. The stimuli that attracts shoppers does not only attract new shoppers but
may also enhance the current shopper’s purchase volume in an impulse buying
situation (Dawson and Kim, 2009). Marketers often engage in social media to
influence shopper’s impulse purchase by posting new product designs or styles and
also informing the quantity available in a limited figur e. This strategy often makes
the shopper keen to immediately purchase the product without planning (Hung and
Yazdanifard, 2014). Marketers could also provide other information such as store
location that may increase the chances of an impulse purchase by influencing the
shopper to visit the store and make a purchase.
Researchers have also discovered that hedonic consumers have greater probabilities
of engaging in an impulse purchase (Kim and Eastin, 2011). Hedonic online
shoppers often engage in impulse buying as the internet and social media is not
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