Leveraging Social Media Marketing to Boost Online Impulse Buying Using Omnichannel Platforms

Zalena Mohd; Nurul Aqilah Bt Mhd Yusak; Nurkhalida Makmor; Iston Dwija Utama; Nadirah Ishak; Tutik Inayati

doi:10.2991/978-94-6239-754-5_2

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Leveraging Social Media Marketing to Boost Online Impulse Buying Using Omnichannel Platforms

Authors

Zalena Mohd¹^{, *}, Nurul Aqilah Bt Mhd Yusak², Nurkhalida Makmor³, Iston Dwija Utama⁴, Nadirah Ishak¹, Tutik Inayati⁵

¹Taylor’s University, 47500, Subang Jaya, Selangor, Malaysia

²Tunku Abdul Rahman University of Management and Technology, Setapak, 53300, Kuala Lumpur, Malaysia

³Open University Malaysia, 47301, Petaling Jaya, Selangor, Malaysia

⁴Bina Nusantara University, Pasirkaliki, 40181, Bandung, Indonesia

⁵Universitas Pendidikan Indonesia, Setiabudhi, 40154, Bandung, Indonesia

^*Corresponding author. Email: zalena.mohd@taylors.edu.my

Corresponding Author

Zalena Mohd

Available Online 2 September 2026.

DOI: 10.2991/978-94-6239-754-5_2 How to use a DOI?
Keywords: Social media marketing; Online Impulse Buying; Social Commerce; Omnichannel Strategy; Hedonic Browsing
Abstract: This study examines how social media marketing activities (SMMAs), namely electronic word of mouth (eWOM), interaction, and entertainment, influence online impulse buying (OIB) within an omnichannel retail environment. This study investigates the effects of eWOM, interaction, and entertainment on OIB and examines the mediating role of hedonic browsing. Limited studies have explored how SMMAs influence impulse buying across integrated online and offline retail platforms. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from 401 active social media users aged 18–35 in Klang Valley (Malaysia), Jakarta, and Bandung (Indonesia). The results show that eWOM and interaction significantly influence OIB, while entertainment indirectly affects OIB through hedonic browsing. This study extends the Stimulus–Organism–Response (S-O-R) framework within an omnichannel context and provides practical insights for marketers to design engaging and seamless social commerce strategies that stimulate impulse purchases.
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

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Volume Title: Proceedings of the International Conference on Digital Transformation in Business and Organisations (ICDTBO 2026)
Series: Advances in Economics, Business and Management Research
Publication Date: 2 September 2026
ISBN: 978-94-6239-754-5
ISSN: 2352-5428
DOI: 10.2991/978-94-6239-754-5_2 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

Cite this article

ris enw bib

TY  - CONF
AU  - Zalena Mohd
AU  - Nurul Aqilah Bt Mhd Yusak
AU  - Nurkhalida Makmor
AU  - Iston Dwija Utama
AU  - Nadirah Ishak
AU  - Tutik Inayati
PY  - 2026
DA  - 2026/09/02
TI  - Leveraging Social Media Marketing to Boost Online Impulse Buying Using Omnichannel Platforms
BT  - Proceedings of the International Conference on Digital Transformation in Business and Organisations (ICDTBO 2026)
PB  - Atlantis Press
SP  - 3
EP  - 17
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-754-5_2
DO  - 10.2991/978-94-6239-754-5_2
ID  - Mohd2026
ER  -

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