From Screen to Cart: Unpacking the Moderating Role of Sale Proneness in Product Placement-Driven Impulse Buying
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F25%3A63590358" target="_blank" >RIV/70883521:28120/25:63590358 - isvavai.cz</a>
Result on the web
<a href="https://www.tandfonline.com/doi/full/10.1080/15332969.2025.2517003" target="_blank" >https://www.tandfonline.com/doi/full/10.1080/15332969.2025.2517003</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1080/15332969.2025.2517003" target="_blank" >10.1080/15332969.2025.2517003</a>
Alternative languages
Result language
angličtina
Original language name
From Screen to Cart: Unpacking the Moderating Role of Sale Proneness in Product Placement-Driven Impulse Buying
Original language description
This study examines how product placement in short-form videos influences impulsive buying by integrating the Stimulus-Organism-Response (SOR) model with Trait Activation Theory (TAT). It investigates how product relevance, emotional appeal, and product-influencer fit enhance perceived enjoyment, which drives impulsive purchases. Sale proneness is introduced as a moderating trait that strengthens this relationship. Using survey data from 458 social media users and Structural Equation Modeling (SEM), the findings highlight the interaction between situational cues and individual traits. This research provides strategic insights for marketers on leveraging emotional content, influencer alignment, and trait-based targeting to drive engagement and impulsive buying behavior.
Czech name
—
Czech description
—
Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
—
OECD FORD branch
50204 - Business and management
Result continuities
Project
—
Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Services Marketing Quarterly
ISSN
1533-2969
e-ISSN
1533-2977
Volume of the periodical
47
Issue of the periodical within the volume
1
Country of publishing house
GB - UNITED KINGDOM
Number of pages
30
Pages from-to
1-30
UT code for WoS article
001509583200001
EID of the result in the Scopus database
2-s2.0-105008762548