The influence of celebrity endorsement through social media on impulsive buying in Sweden

Aim The authors seek to explore the impact of celebrity endorsement through social media on consumer behavior, specifically on impulsive buying. Methodology The quantitative research approach was adopted, and a questionnaire was administered to university students in 3 cities (Gavle, Uppsala, and Stockholm). The primary data was collected from the students’ responses to the questions (127-members survey). For achieving the results mentioned in the results chapter, SPSS 17 was used for the data analysis. In the study, secondary data was collected through scholarly journals, books, and articles. Findings The findings show that the popularity of the celebrity affects the buying behavior of customers (purchase motivation or purchase intention). The results revealed that marketers need to use recognized factors to motivate and influence consumers’ buying intention on social media as suggested by the consumer. The perception of the customers is that Marketers will do well to control the purchasing behavior of customers, and if possible the influence of celebrity endorsement through social media on impulsive buying. Contribution to the study Theoretical contribution This study adds a theoretical contribution to impulsive buying towards consumers’ buying behavior in the emerging field of marketing theory. Celebrities can play a vital role in influencing customers through using social media platforms which can impact their buying decision. In addition to the social media effect, the authors have chosen to continue the Pavlovian model for consumer behavior, adapting it to success, as did the other two separate factors that lead to an impulse purchase which is the convenience of e-commerce and impulse decision. The theory explores the actions of consumers in detail and aims at a much deeper understanding of thought and shifting attitudes based on both external and specific environmental factors. Managerial contribution Celebrities create positive awareness through their influence and arouse the need in the mind of customers. Motivated customers are interested in buying and making instant decisions. The attitude of graduate students could be vital for marketers to promote products through this channel. The research asks actually that if, in the case of support for the chosen celebrity and not just any celebrity, details should be collected and a commonly known celebrity is strategically positioned then the research would change their preconceived ideas about certain target markets. Limitations and suggestions for future research The authors recommend that the results presented are not generalizable to other universities or countries. The focus of this study is limited to a particular segment with various constraints, in changing situations, to obtain students’ perceptions of different opinions and methods to influence the decision-making behavior of consumers with celebrities' help through social media. The point of view may differ from one demographic segment to another, so the authors will recommend extending/expanding the sample size with various demographic features for similar studies in the future. The impulsive buying behavior of customers is largely influenced but still, there is a gap between the product category and customers’ preference. Furthermore, the new study can be done on how consumer buying behavior may affect based on contextual influence such as involving time pressure, situational impact based on the channel of promotion(online and offline ), as the number of customers, is increasing very rapidly