Title: Impulse buying behaviour of Generation Y consumers on social media platforms: application to fashion products

Authors: Thi Ha Anh Dao; Thanh Huyen Nguyen; Quynh Trang Nguyen; Thi Minh Ngoc Luu

Addresses: University of Economics and Business, Vietnam National University, Hanoi City, 10000, Vietnam ' University of Economics and Business, Vietnam National University, Hanoi City, 10000, Vietnam ' University of Economics and Business, Vietnam National University, Hanoi City, 10000, Vietnam ' International School, Vietnam National University, Hanoi City, 10000, Vietnam

Abstract: This paper investigates the impulse buying behaviour of Generation Y consumers regarding fashion products on social media platforms using the stimulus-organism-response (S-O-R) model. This quantitative study was conducted using a questionnaire-based survey method with a cluster random sampling technique, involving 466 Generation Y consumers who had previously purchased fashion products via social media platforms. The data was analysed using the partial least squares structural equation modelling (PLS-SEM) method. The findings indicate that a combination of organism and stimulus factors influences impulse buying behaviour among Generation Y consumers, and the study also produces evidence that gender plays a controlling role in this behaviour. Based on these insights, the study provides several recommendations to assist businesses in encouraging Generation Y consumers to make impulsive purchases of fashion products via social media platforms.

Keywords: impulse buying behaviour; social media; fashion products; generation Y; Vietnam.

DOI: 10.1504/JGBA.2024.149501

Journal for Global Business Advancement, 2024 Vol.17 No.1, pp.73 - 95

Received: 01 Apr 2025
Accepted: 09 Jun 2025
Published online: 04 Nov 2025 *

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