IMPULSIVE BUYING DUE TO FLASH SALES: A MARKETING STRATEGY OR A PSYCHOLOGICAL TRIGGER?
DOI:
https://doi.org/10.1234/ijebs.v2i1.108Keywords:
Consumer Behavior, Digital Marketing, E-Commerce, Impulse Buying, Online ShoppingAbstract
Impulse buying has emerged as a critical behavior pattern in online shopping environments, influenced by emotional, situational, and social factors. This study aims to systematically review the recent literature on impulse buying behavior, focusing on articles and conference papers indexed in Scopus between 2020 and 2025. Using the PRISMA flow method, 33 relevant studies were selected based on strict inclusion and exclusion criteria. The results reveal that visual stimuli, promotional strategies, social presence, emotional states, and cultural factors significantly impact impulsive purchase decisions. Additionally, marketing tactics such as flash sales, time-limited discounts, and influencer endorsements amplify impulsivity by creating urgency and social validation. Digital platforms like Shopee and TikTok Shop have successfully leveraged these elements to stimulate spontaneous consumer behavior. This review highlights the dynamic interplay between individual emotions, social interactions, and marketing strategies in shaping impulse buying, offering practical insights for marketers and providing directions for future research in the rapidly evolving landscape of digital commerce.
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