The Impact Of Social Media Emotional Contagion On The Diffusion Of Cross-Border E-Commerce Impulse Buying Behaviour

Abstract

The study looks at the link between experiencing emotional contagion on social media and impulse purchases within cross-border e-commerce (CBEC). Since people are exposed to more emotionally charged content from influencers and others, I explore how these communications impact people’s impromptu purchases across the globe. Data was collected on 200 international consumers between the ages of 18 and 35 using a filled-out questionnaire that measured emotional contagion, impulse purchases, self-esteem and self-construal. The Cronbach’s alpha value for all the scales is higher than the acceptable 0.70 which means they are strongly internally reliable. The use of SPSS and statistical methods like Pearson correlation and multiple regression showed that the influence of someone’s mood can explain most of the differences found in people’s purchasing behaviour. People who had low self-esteem bought impulsively more often which was related to a protective role, while self-construal had no significant effect. Emotional content on the internet highlights the significant impact that social media has on pushing consumers to buy from different nations. The research supports existing literature by showing the impact of emotions on e-commerce users and offers recommendations for marketers looking to improve their sales strategies abroad through emotive material.