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From Impulse to Compulsion: How Social Commerce Stimuli Escalate Problematic Buying Behaviour Among Generation Z

Paul Arun Kumar (25592718)
Figshare · Datasets · License: CC BY 4.0
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consumer-behaviourmarketing-communications
This study examines how social commerce stimuli—price discounts, social proof, and visual aesthetics—escalate Generation Z purchasing behavior from impulsive to compulsive buying through hedonic motivation and fear of missing out (FOMO), with trait self-control as a boundary condition.<
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