11, March 2025

AI, ALLURE, AND THE ART OF THE DEAL: DECODING IMPULSE BUYING IN SOCIAL COMMERCE

VOLUME-9; ISSUE-3; MAR-2025

Author(s): Dr. Sushobhan Sengupta

Authors Affiliations:

Assistant Professor, Department of Business Administration, Holy Cross College, Agartala, Tripura, India.

DOIs:10.2017/IJRCS/202503004     |     Paper ID: IJRCS2025030004


Abstract
Keywords
Cite this Article/Paper as
References

Purpose

This study explores the impact of AI-driven personalized advertisements on impulse buying in India’s social commerce landscape. It examines psychological triggers influencing consumer decisions and assesses ethical concerns related to AI-powered marketing.

Objectives

  • Analyse how AI-driven ads influence impulse buying.
  • Differentiate between high and low impulsive buyers.
  • Evaluate ethical concerns such as data privacy and consumer manipulation.

Findings

AI-powered recommendations significantly drive impulse buying, especially among high impulsive buyers who respond strongly to limited-time offers and influencer promotions. However, concerns over AI manipulation and data privacy negatively impact consumer trust, highlighting the need for ethical marketing practices.

Limitations

The study relies on self-reported data, which may introduce bias. Additionally, the evolving nature of AI and digital marketing requires further research on long-term trends.

Practical Implications

Businesses must balance AI-driven engagement with transparency and responsible data use. Policymakers should develop regulations that ensure consumer protection while fostering innovation in social commerce.

Originality/Value

This research provides empirical insights into AI’s influence on impulse buying, contributing to discussions on AI ethics, consumer psychology, and digital marketing strategies.

AI-driven marketing, impulse buying, social commerce, personalized advertisements, consumer behaviour, data privacy, ethical AI.

Dr. Sushobhan Sengupta(2025); AI, ALLURE, AND THE ART OF THE DEAL: DECODING IMPULSE BUYING IN SOCIAL COMMERCE, International Journal of Research Culture Society,    ISSN(O): 2456-6683,  Volume – 9,   Issue – 3.,  Pp.16-23.        Available on – https://ijrcs.org/

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