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Linking Brand Awareness, Influencers, and Impulse Buying Via SOR Theory: A Conceptual Paper

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Islamic Finance

Part of the book series: Contributions to Management Science ((MANAGEMENT SC.))

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Abstract

There is diverse and fragmented research from various disciplines combined with a need for more theoretical and conceptual integration regarding brands, influencers, and impulse buying. While impulse buying is related to sustainable consumption, few have delved into the influencer as a mediator between brands and impulse buying. The central question of this research is to investigate whether the influence of brand awareness and social media influencers have effects on impulsive buying behavior using Stimulus-Organism-Response (SOR) theory. Using concurrent mixed methods with quantitative and qualitative simoutenously, it aims to determine whether brand awareness, influencer and impulse buying are connected.

It is hoped that it will identify new relationships or add to existing knowledge that will further enhance the theory. Tracing how consumers behave, impulse buying will help marketers, influencers, and consumers better understand and provide a more sustainable consumer experience. Furthermore, this research will assist researchers to understand that Millennials aged between 27 and 42 consumption that formed the biggest group of insolvency in Malaysia.

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Author information

Authors and Affiliations

  1. INTI International University, Putra Nilai, Negeri Sembilan, Malaysia

    Pee Ven Chan & Chee Hoo Wong

  2. Islamic University of Maldives, Male, Maldives

    Visal Moosa

  3. Brac University, Dhaka, Bangladesh

    Syed Far Abid Hossain

Authors
  1. Pee Ven Chan
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  2. Chee Hoo Wong
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  3. Visal Moosa
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  4. Syed Far Abid Hossain
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Editor information

Editors and Affiliations

  1. Department of Finance, University of Sousse-Tunisia and University of Salamanca-Spain, Monastir, Tunisia

    Nadia Mansour

  2. Faculty of Law, University of Salamanca, Salamanca, Spain

    Lorenzo Bujosa

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Chan, P.V., Wong, C.H., Moosa, V., Hossain, S.F.A. (2024). Linking Brand Awareness, Influencers, and Impulse Buying Via SOR Theory: A Conceptual Paper. In: Mansour, N., Bujosa, L. (eds) Islamic Finance. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-031-48770-5_23

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