The effects of the e-tailer’s reputation, the e-tailer’s familiarity, and the relevance of the e-tailer’s social media communication on impulse buying

Abstract

[EN] In this paper, we study how the interaction with consumers on social media impacts impulse buying using the data of 396 questionnaires. The results confirm that the e-tailer's reputation, familiarity, and the relevance of his social media communication positively impact trust and impulse buying. We have also found that social distance moderates the effect of the e-tailer’s reputation and the perceived relevance of the e-tailer's social media communication on impulse buying. Knowing how social media communication influences impulse buying enables companies to strengthen synergy between social media presence and the online store.