A Stimulus–Organism–Response (S–O–R) Model of Impulse Buying in Social Media Advertising Among Digital-Native Malaysians

Abstract

This research examines the psychological factors that drive impulse buying among Malaysian Generation Y and Z digital consumers, particularly in relation to social media advertising. Utilizing a quantitative cross-sectional survey approach, data was gathered from 400 participants aged 18 to 35 through online platforms, including social media and university networks. The study investigates the effects of emotional triggers, mood influences, promotional offers, storytelling in advertisements, and the ease of online payment on impulse buying behavior. Based on the Stimulus–Organism–Response (S–O–R) theoretical framework, it analyzes how external stimuli impact internal consumer emotions and subsequent actions. The results indicate that emotional states, limited-time promotions, and narrative-based advertisements play a significant role in fostering impulse buying. Additionally, the ease of online payment methods acts as a mediator in the relationship between these stimuli and purchasing behavior. These findings provide important insights for marketers looking to improve engagement strategies aimed at younger digital consumers in Malaysia.