Social media platforms encourage user interaction through likes, comments, and shares and the influence of social media interaction on online sites on the psychological urge of consumers to spend on impulsive fashion purchases. In the modern era of digital technology, individuals are constantly on the Internet talking about Facebook, Tik Tok, and Instagram, where they are constantly bombarded with fashion news, influencer news, and advertisements of products. Such interactions usually stimulate emotional reactions such as excitement, admiration, or belongingness urge, which subsequently initiate impulse purchasing behavior. The need to be accepted, to be liked, and to be connected with others is a desire that Desire to Belong has and Anxiety of Isolation as a fear of missing social events is the motivational factor that causes this kind of behavior to take place Generation Z greatly identifies with social media yet there is little known about how these social influences influence consumer psychology, particularly in the fashion retail industry in Pakistan. This study attempts to fill this gap by looking at the role of online interaction and social interaction in influencing the decision to make impulse buying. The research is going to be conducted through a mixed-methods promotion, which encompasses surveys and interviews.
Tools: SPSS,Google survey
Department: Department of Business Studies
Poster
