IMPULSIVENESS AND MARKETING STRATEGIES IN THE DIGITAL ERA: A SYSTEMATIC REVIEW

Abstract

The unpredictability and interaction between logic and emotion make impulse buying a fascinating and unique consumer behavior, especially in a digital setting. Previous research has focused on general consumer behavior or offline impulse buying, often overlooking modern digital triggers. This study aims to synthesize and critically review existing research on online impulse buying, emphasizing the factors that drive this behavior in digital environments. This study is a systematic literature review employing two underlying frameworks: the PRISMA protocol for data screening to ensure methodological rigor, transparency, and completeness, and the SOR framework for explaining the findings. Based on a systematic review of 143 articles from the Scopus database with a time range of 2009-2025, our study finds that (1) the literature is predominantly grounded in the SOR framework, with limited adoption of emerging or integrative theoretical models.; (2) research remains focused on general e-commerce, with insufficient exploration of newer digital contexts such as social commerce and live-streaming; and (3) there is an imbalance in emphasis, with external stimuli widely studied while internal psychological drivers receive comparatively less attention; (4) the field is methodologically constrained, relying heavily on surveys with minimal use of experimental or qualitative approaches. This research provides a comprehensive foundation for future studies in this evolving field. It uniquely contributes by integrating multidisciplinary perspectives (e.g., psychology, technology, and marketing) and highlighting how contemporary innovations, like technology-driven platforms and live-stream shopping, impact consumer behavior.