From scrolling to buying: Role of beauty influencers on impulse buying a stimulus-organism-response perspective
Impulse buying has garnered significant attention in the marketing field; however, there remains a gap in understanding this behavior on digital platforms. This study explores how beauty influencer’s personal characteristics on digital platforms contribute to impulse buying behavior in beauty indust...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-09-01
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| Series: | Telematics and Informatics Reports |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2772503025000532 |
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| author | Khalil Ahmad Kashish Lilani |
| author_facet | Khalil Ahmad Kashish Lilani |
| author_sort | Khalil Ahmad |
| collection | DOAJ |
| description | Impulse buying has garnered significant attention in the marketing field; however, there remains a gap in understanding this behavior on digital platforms. This study explores how beauty influencer’s personal characteristics on digital platforms contribute to impulse buying behavior in beauty industry. Grounded in the stimulus-organism-response (SOR) model, it examines how specific influencer characteristics act as external stimuli that influence perceived trust as a key psychological mechanism (organism), ultimately driving impulse buying behavior. A sample of 296 respondents was collected using a structured questionnaire. Consequently, Smart PLS 4 was employed to test the structural and measurement relationships between the constructs.The empirical findings show that the stimuli, namely, influencers’ trustworthiness and informativeness, have a positive influence on an organism’s perceived trust and lead to impulse buying behavior. Other factors such as influencers’ trendiness, attractiveness, and expertise have a negative influence on an organism’s perceived trust and do not lead to impulse buying.The findings provide beauty industry professionals with deeper insights into how beauty influencers can drive impulse buying behavior. This knowledge can be utilized to develop more effective influencer marketing strategies that capitalize on trust and trendiness to boost sales. |
| format | Article |
| id | doaj-art-c39990a3ae724cf39a01baa83fdb36ef |
| institution | Kabale University |
| issn | 2772-5030 |
| language | English |
| publishDate | 2025-09-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Telematics and Informatics Reports |
| spelling | doaj-art-c39990a3ae724cf39a01baa83fdb36ef2025-08-22T04:58:45ZengElsevierTelematics and Informatics Reports2772-50302025-09-011910023910.1016/j.teler.2025.100239From scrolling to buying: Role of beauty influencers on impulse buying a stimulus-organism-response perspectiveKhalil Ahmad0Kashish Lilani1Corresponding author.; Balaji Institute of Modern Management, Sri Balaji University, Pune, IndiaBalaji Institute of Modern Management, Sri Balaji University, Pune, IndiaImpulse buying has garnered significant attention in the marketing field; however, there remains a gap in understanding this behavior on digital platforms. This study explores how beauty influencer’s personal characteristics on digital platforms contribute to impulse buying behavior in beauty industry. Grounded in the stimulus-organism-response (SOR) model, it examines how specific influencer characteristics act as external stimuli that influence perceived trust as a key psychological mechanism (organism), ultimately driving impulse buying behavior. A sample of 296 respondents was collected using a structured questionnaire. Consequently, Smart PLS 4 was employed to test the structural and measurement relationships between the constructs.The empirical findings show that the stimuli, namely, influencers’ trustworthiness and informativeness, have a positive influence on an organism’s perceived trust and lead to impulse buying behavior. Other factors such as influencers’ trendiness, attractiveness, and expertise have a negative influence on an organism’s perceived trust and do not lead to impulse buying.The findings provide beauty industry professionals with deeper insights into how beauty influencers can drive impulse buying behavior. This knowledge can be utilized to develop more effective influencer marketing strategies that capitalize on trust and trendiness to boost sales.http://www.sciencedirect.com/science/article/pii/S2772503025000532Impulse buyingIndiaInfluencer marketingPerceived trustStimulus-organism-responseTrustworthiness |
| spellingShingle | Khalil Ahmad Kashish Lilani From scrolling to buying: Role of beauty influencers on impulse buying a stimulus-organism-response perspective Telematics and Informatics Reports Impulse buying India Influencer marketing Perceived trust Stimulus-organism-response Trustworthiness |
| title | From scrolling to buying: Role of beauty influencers on impulse buying a stimulus-organism-response perspective |
| title_full | From scrolling to buying: Role of beauty influencers on impulse buying a stimulus-organism-response perspective |
| title_fullStr | From scrolling to buying: Role of beauty influencers on impulse buying a stimulus-organism-response perspective |
| title_full_unstemmed | From scrolling to buying: Role of beauty influencers on impulse buying a stimulus-organism-response perspective |
| title_short | From scrolling to buying: Role of beauty influencers on impulse buying a stimulus-organism-response perspective |
| title_sort | from scrolling to buying role of beauty influencers on impulse buying a stimulus organism response perspective |
| topic | Impulse buying India Influencer marketing Perceived trust Stimulus-organism-response Trustworthiness |
| url | http://www.sciencedirect.com/science/article/pii/S2772503025000532 |
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