Linking Brand Awareness, Influencers, and Impulse Buying Via SOR Theory: A Conceptual Paper

There is diverse and fragmented research from various disciplines combined with a need for more theoretical and conceptual integration regarding brands, influencers, and impulse buying. While impulse buying is related to sustainable consumption, few have delved into the influencer as a mediator between brands and impulse buying. The central question of this research is to investigate whether the influence of brand awareness and social media influencers have effects on impulsive buying behavior using Stimulus-Organism-Response (SOR) theory. Using concurrent mixed methods with quantitative and qualitative simoutenously, it aims to determine whether brand awareness, influencer and impulse buying are connected. It is hoped that it will identify new relationships or add to existing knowledge that will further enhance the theory. Tracing how consumers behave, impulse buying will help marketers, influencers, and consumers better understand and provide a more sustainable consumer experience. Furthermore, this research will assist researchers to understand that Millennials aged between 27 and 42 consumption that formed the biggest group of insolvency in Malaysia.