Consumer psychology in the digital era: the impact of social media on impulsive buying

Marina Kostić

doi:10.71159/icemit2557K

Authors

Marina Kostić Toplica Academy of Applied Studies, Department of Medical Studies Prokuplje, Serbia

DOI:

https://doi.org/10.71159/icemit2557K

Keywords:

consumer psychology, impulsive buying, digital environment, psychological factors, social media

Abstract

The transformation of communication models in the digital age has produced profound changes in both the cognitive and affective dimensions of consumer behavior. One particularly salient phenomenon – impulsive buying facilitated by intensive use of social media—has become a focal point of contemporary psychological research. This paper offers a theoretical and empirical synthesis of current findings on psychological processes that stimulate and shape impulsive purchasing decisions within digital environments. Key factors such as impaired self-regulation, emotional arousal, heuristic information processing, and digital cognitive overload are examined in depth. Special attention is given to the influence of algorithmically driven stimuli, visually dominant content, and social comparison mechanisms in triggering purchasing impulses. The aim of this paper is to identify the principal psychological determinants of this behavioral pattern and contribute to the development of integrated models capable of validly explaining the dynamics of impulsive consumption in the context of digital hyperconnectivity.

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