SOCIAL MEDIA AS A FASHION BRAND MARKETING STRATEGY IN ENCOURAGING CONSUMER IMPULSIVE BUYING BEHAVIOR

Abstract

Generation Z's early exposure to technology and active use of social media tends to influence their
purchasing behaviour. Advertisements and content presented by fashion brands make Gen-Z make
purchasing decisions without consideration or impulsively. Impulsive buying behaviour, which is
considered the dark side of branding, is actually the goal of fashion brands because it is proven to
boost company profits. This study aims to determine effective marketing strategies in encouraging
customer impulse buying behaviour through social media in fashion brands. This research uses the
systematic literature review (SLR) method by reviewing 10 scientific articles that have been selected
from 646 scientific articles using the Preferred Reporting Item for Systematic Reviews and Meta
Analysis (PRISMA) method. The results showed that there are four main factors from social media
that significantly encourage impulse buying behaviour of fashion brand customers, namely attractive
visuals, influencer influence, shopping features, and high engagement