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8.2c Hot Deal!: The Interplay of Time Constraints and Social Influences on Online Impulse Buying
Abstract
This study examines the interaction effect of scarcity messages and social influences on consumers’ purchasing intentions in the context of social media call-to-action advertising. Using a 2 (Time constraints: High vs. Low) X 2 (Social influence: Strong-tie vs. Weak-tie) in between subjects factorial design, this research examines how these two different situational factors (time constraints, social influences) jointly lead individuals to purchase products. Building upon the Social Influence Network Theory and Commodity Theory, the findings suggest that when a strong social tie endorses an ad, the ad with high time constraint increases consumers’ impulse buying tendency and purchase intent over the advertising with low time constraint; the advertising with low time constraint increases impulse buying tendency and purchase intent over the advertising with high time constraint when a weak social influence endorses an ad. Important theoretical issues are discussed as well as implications for advertising and marketing practitioners who engage in online marketing.
First & Corresponding Author
Sujin Kim, The University of Texas
Authors in the order to be printed.
Sujin Kim, The University of Texas; Lucy Atkinson, The University of Texas