ISSN: 2222-6990
Open access
Social media platforms have become influential drivers of impulsive shopping behavior, particularly among Generation Z in the Sultanate of Oman. This study examines how platforms such as Instagram, TikTok, and YouTube stimulate unplanned purchasing through influencer marketing, interactive features, and social engagement, all of which strengthen trust, emotional attachment, and fear of missing out (FOMO). Grounded in the Stimulus Organism Response (SOR) model and Social Influence Theory, the research explores the psychological and social mechanisms underlying these behaviors. A quantitative approach is employed using a structured questionnaire distributed to 383 participants following Krejcie and Morgan’s (1970) sample size guidelines, with the final sample increased to 421 to account for potential non-response. Data will be analyzed using SPSS for descriptive and inferential statistics and Smart-PLS for structural equation modeling (SEM) to assess the relationships between social media engagement, influencer interactions, and impulsive buying tendencies. By focusing on Oman’s unique cultural context, this study fills a gap in the existing literature and provides meaningful implications for marketers, policymakers, and educators seeking to promote responsible digital consumption and develop sustainable e-commerce strategies for Generation Z.
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