Title The impact of scarcity, discounts, free shipping, personalized recommendations, social proof, emotional storytelling, and benefits of products and services on social media advertisements on impulsive purchasing /
Translation of Title Riboto laiko ir kiekio pasiūlymų, nuolaidų, nemokamo pristatymo, asmeninių rekomendacijų, socialinių įrodymų, emocinio pasakojimo bei produktų ir paslaugų privalumų, pateiktų socialinių tinklų reklamose, poveikis impulsyviam pirkimui.
Authors Barauskaitė, Bartė
Full Text Download
Pages 81
Keywords [eng] Impulsive Purchasing, Impulsive Buying, Social Media, Social Media Advertisements, Scarcity, Discounts, Free Shipping, Personalized Recommendations, Social Proof, Emotional Storytelling, Benefits of Products And Services
Abstract [eng] SUMMARY VILNIUS UNIVERSITY BUSINESS SCHOOL DIGITAL MARKETING STUDY PROGRAMME Bartė Barauskaitė THE IMPACT OF SCARCITY, DISCOUNTS, FREE SHIPPING, PERSONALIZED RECOMMENDATIONS, SOCIAL PROOF, EMOTIONAL STORYTELLING, AND BENEFITS OF PRODUCTS AND SERVICES IN SOCIAL MEDIA ADVERTISEMENTS ON IMPULSIVE PURCHASING Supervisor lecturer Indrė Razbadauskaitė-Venskė Master’s thesis was prepared in Vilnius, in 2025 Scope of Master’s thesis – 81 page. Number of tables used in the FMT – 25 Number of figures used in the FMT – 8 Number of bibliography and references – 68 This study aims to identify which elements of social media advertisements most effectively drive consumers to make impulsive online purchases. The research focuses on determining the impact of various factors, including limited time and limited amount offers, discounts, shipping, personalized recommendations, social proof, emotional storytelling, and benefits of products and services, on buyers' impulse purchasing decisions. To accomplish this goal, the study outlines five key objectives: 1. Explore the theoretical foundations of impulsive online buying behavior. 2. Investigate how different social media ad components influence impulsive online purchases. 3. Choose an appropriate research methodology and conduct an analysis to determine which social media ad factors most significantly affect buyers' impulse purchase intentions. 4. Gather and evaluate data to measure the influence of these factors. 5. Offer insights, recommendations, and address limitations regarding the impact of social media ad elements on consumers' impulse buying behavior. A review of academic literature indicated that a quantitative research approach was most suitable for this investigation. The study employed the Stimulus-Organism-Response (S-O-R) framework to assess the effects of various social media ad factors, while the Structural Equation Modeling (SEM) was utilized to examine the relationships between the stimuli (social media ad factors), the organism (emotional responses), and the response (impulsive buying behavior). The research involved an online survey distributed to 202 participants. The results show that in the primary direct analysis, scarcity, personalized recommendations, emotional storytelling, and emphasizing benefits demonstrate a strong positive correlation with impulsive buying behavior, with emotional storytelling having the most significant impact. The indirect analysis revealed that all seven factors influenced impulsive buying behavior.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2025