SCROLL, STOP, SHOP: DECODING IMPULSIVE BUYING IN SOCIAL COMMERCE IN PAKISTAN

Abstract

This study examines the motivational factors that drive consumer engagement and impulse buying behavior in social commerce within the Pakistani context. Applying Uses and Gratification Theory (UGT) as the theoretical framework, the study investigates how different motivations, such as Brand Intimacy, Shopping Planning, Entertainment, Channel Advantage, Remuneration, and Escapism, affect consumers' interactions with brands on social media platforms. This research work employs a quantitative research design that focuses on Pakistan social media users and surveys 150 respondents by administering a structured questionnaire. This research investigates whether the mediating effect of Consumer–Brand Identification (CBI) moderates the relationship between motivational factors and the urge to impulse buy while the Perceived Social Risk of Commenting (PSRoC) is active. The findings of the study will greatly contribute to consumer behavior knowledge in social commerce. This study would provide insight to marketers for designing better engagement strategies and inducing impulse purchasing among Pakistani consumers. Overall, this study will bridge gaps in literature since it is an attempt to identify unique cultural dynamics that affect consumer behavior in the rapidly evolving digital marketplace.