Role of Facebook video advertisements in influencing the impulsive buying behavior of consumers

Abstract

The purpose of this study is to empirically investigate the role of Facebook video advertisements in influencing the impulsive buying behavior of consumers. Social media facilitates global interaction among its users through their experiences and ideas. Social media has today become one of the greatest marketplaces for products and service providers in promoting their brands. This study has developed a conceptual framework in order to identify how video advertisements influence the impulsive buying behavior of consumers. The model has been tested empirically through the collection of quantitative primary data. The data has been collected from Indian consumers who have a Facebook account and use it frequently. Descriptive research design has been employed in this study. The collected data has been subject to statistical analysis through SPSS software. In addition to identifying the relationship between video advertisements and Impulsive buying behavior of consumers, this study also attempts to examine the role of the demographic characters of the consumers in moderating the relationship between the proposed variables. The results of the study reveal that social media video advertisements influence the cognitive and affective aspects of impulsive buying behavior of consumers. Further the results revealed that the relationship between social media video advertisements and impulsive buying behavior of consumers is moderated by the demographic characteristics namely age, gender and social status of the consumers.