Recent Papers

AbstractIn today's digital world, social media influencer marketing (SMIM) has emerged as a major player with considerable sway over consumer purchase decisions. Using a theoretical model based on Mehrabian and Russell's S-O-R model (1974), this research explores the complex link between impulsive purchase behaviour and SMIM. This study finds several source and content characteristics that affect customersimpulsive purchasing decisions in social media influencer marketing. The mediating elements that affect an organism's reaction to environmental cues are explained by the S-O-R hypothesis. The present study identifies several attributes of Influencers (Trustworthiness, Expertise, Physical attractiveness, Social attractiveness, Homophily, Visibility, Authenticity, likeability, Interactivity, congruence, valence, Vividness, familiarity, parasocial interaction) as well as many content attributes (Informativeness Entertainment, information fit, consistency, hedonic value, product divergence, originality, uniqueness, content-influencer fit, Authenticity, Disclosure, Message construal, Perceived quality, Perceived originality, Post credibility) that influence complex phycological process of impulse buying behaviour (response) of consumers through various perceptions (Perceived trust, Perceived value, Parasocial relationships, Perceived Usefulness, Perceived Enjoyment). Our findings offer valuable insights for brands and marketers, illuminating ethical considerations and paving the way for crafting effective SMIM campaigns that resonate with audiences without compromising responsible Practices.Keywords: Social media Influencer marketing, Impulsive buying behaviour, Source credibility, Source attributes, Content attributes, S-O-R theory.

Copyright © 2025 ANJU PANWAR. This is an open access article distributed under the Creative Commons Attribution License.