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The evolution of technology has significantly enhanced the marketing industry. Businesses can now reach and influence a broad audience, making their choices and decisions easier. The relationship between social media marketing and consumer impulsive buying decisions plays a crucial role in boosting the brand’s performance and strengthening its customer base relationships. This research, which is significant in the current digital marketing landscape, aims to explore how electronic word-of-mouth (e-WOM), social media influencers (SMIs), and perceived quality (PQ) affect impulse buying behavior (IBB). The authors employed a quantitative approach to conduct the study, which collected data from online users in Albania, yielding 220 usable surveys. The Structural Equation Modeling (SEM) technique was used to analyze the data and evaluate the proposed relationships. The results showed that social media Influencers (β = 0.254, \({f}^{2}\) = 0.076, p < 0.01) and perceived quality (β = 0.394, \({f}^{2}\) = 0.193, p < 0.01) positively influence online impulse buying behavior. In contrast, e-WOM and impulse buying behavior have a non-significant negative impact (β = −0.035, \({f}^{2}\) = 0.002, p = 0.709 > 0.01). Overall, the findings suggest that social media Influencers’ trust, fame, and influence substantially impact impulse buying behavior. Positive or negative e-WOM, on the other hand, are not linked to impulse buying behavior.

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Investigating the Effects of Electronic Word-of-Mouth and Influencer Marketing on Impulse Buying Behavior: A Social Media Perspective

  • 会议论文

  • 发表日期：

    2026年

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  • Irisi Kasapi,
  • Klaudia Topi

摘要

The evolution of technology has significantly enhanced the marketing industry. Businesses can now reach and influence a broad audience, making their choices and decisions easier. The relationship between social media marketing and consumer impulsive buying decisions plays a crucial role in boosting the brand’s performance and strengthening its customer base relationships. This research, which is significant in the current digital marketing landscape, aims to explore how electronic word-of-mouth (e-WOM), social media influencers (SMIs), and perceived quality (PQ) affect impulse buying behavior (IBB). The authors employed a quantitative approach to conduct the study, which collected data from online users in Albania, yielding 220 usable surveys. The Structural Equation Modeling (SEM) technique was used to analyze the data and evaluate the proposed relationships. The results showed that social media Influencers (β = 0.254, \({f}^{2}\) = 0.076, p < 0.01) and perceived quality (β = 0.394, \({f}^{2}\) = 0.193, p < 0.01) positively influence online impulse buying behavior. In contrast, e-WOM and impulse buying behavior have a non-significant negative impact (β = −0.035, \({f}^{2}\) = 0.002, p = 0.709 > 0.01). Overall, the findings suggest that social media Influencers’ trust, fame, and influence substantially impact impulse buying behavior. Positive or negative e-WOM, on the other hand, are not linked to impulse buying behavior.