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What is Impulse Buying in Social Commerce about?

This study examines the impact of online bundle promotions and contextual interactions on impulse buying in social commerce, integrating perceived transaction value, impulse buying tendency, and emotional intelligence. Results indicate that bundle offers and top reviews positively influence impulse buying, while emotional intelligence has a dissuasive effect on impulsive tendencies, though its moderating role is insignificant. The research contributes to understanding how social media advertising and contex

Author

umimasruroh1301

Language

EN