Meltem Birogul

From Impulse to Excess: The Impact of Influencer Marketing on Impulsive Buying and Overconsumption

This study investigates the impact of influencer marketing on impulsive buying behavior and overconsumption among young consumers by utilising the Stimulus-Organism-Response (S-O-R) framework and the Persuasion Knowledge Model (PKM). In an era of massive global advertising expenditure, this research examines how digita...