The impact of social commerce (sales through streams) on impulsive purchasing behavior

Abstract

Live-stream shopping on social media is presented as a factor that intensifies impulsive consumer behavior. The role of modern IT tools – such as recommendation algorithms and real-time notifications–in increasing the likelihood of unplanned purchases is emphasized. Examples of platform strategies that create urgency and heighten emotional engagement are provided. The potentially manipulative nature of these mechanisms and the ethical risks associated with them are examined. The need for more responsible digital platform design to reduce unnecessary consumer spending is highlighted.