From Screen to Cart: Unpacking the Moderating Role of Sale Proneness in Product Placement-Driven Impulse Buying

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

From Screen to Cart: Unpacking the Moderating Role of Sale Proneness in Product Placement-Driven Impulse Buying

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

From Screen to Cart: Unpacking the Moderating Role of Sale Proneness in Product Placement-Driven Impulse Buying

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Services Marketing Quarterly

ISSN

1533-2969

e-ISSN

1533-2977

Svazek periodika

47

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

30

Strana od-do

1-30

Kód UT WoS článku

001509583200001

EID výsledku v databázi Scopus

2-s2.0-105008762548