Relationship Between the Intensity of Social Media Usage and Impulsive Buying Behaviour among Young Adults

Author(s)	Mr. FALAQ AHAMED, Dr. NILIASH .
Country	India
Abstract	In today’s digital era, social media has become an integral part of daily life, especially among young adults. With increasing exposure to advertisements, influencer content, and online trends, social media platforms are not only used for communication but also play a major role in shaping consumer behaviour. This study examines the relationship between the intensity of social media usage and impulsive buying behaviour among young adults. The research is based on primary data collected through a structured questionnaire targeting young individuals aged between 18–30 years. The study analyses how factors such as time spent on social media, engagement levels, influencer impact, and online advertisements influence spontaneous purchasing decisions. The findings suggest that higher social media usage intensity increases exposure to persuasive content, leading to emotional triggers such as excitement and fear of missing out (FOMO), which significantly contribute to impulsive buying behaviour. The study highlights the need for better consumer awareness and responsible digital usage to avoid unnecessary spending.
Keywords	Social Media Usage, Impulsive Buying, Young Adults, FOMO, Consumer Behaviour, Digital Marketing
Published In	Volume 7, Issue 3, May-June 2026
Published On	2026-05-11

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