Impulse Buying in the Digital Age - The Influence of Personalized Ads, Recommendations, and Instant Purchasing Options

Sonia Pal

doi:10.55544/ijrah.5.2.5

Authors

Sonia Pal Department of Management Studies, Rukmini Devi Institute of Advanced Studies, Delhi, INDIA.

DOI:

https://doi.org/10.55544/ijrah.5.2.5

Keywords:

Impulse Buying, Digital Consumer Behavior, Personalized Advertising, AI-Driven Recommendations, One-Click Purchasing, Ethical Concerns in Marketing

Abstract

Impulsive purchase, or autonomous consuming, has long piqued the curiosity of consumer experts. However, with technological advancements, the situation has deteriorated. Integrating e-commerce with AI, big data, and personalised marketing strategies has intensified impulsive purchasing behavior among customers. Online targeted advertising, AI-driven product suggestions, and a streamlined purchasing procedure profoundly impact consumer decision-making by fostering instances of self-indulgent spending. This study examines impulsive purchase behaviour's psychological and technical dimensions, emphasising immediate gratification, emotional state, and persuasive stimuli. It also examines the implementation of recommendation systems, which discern patterns in customer behavior and genuine needs and interests, subsequently suggesting things the consumer would not have considered. The study recognises the ethical issues associated with data-driven marketing, including the infringement of privacy rights due to the collection of personal information, manipulation of consumer behavior, and the potential extraction of financial value from customers. Consequently, the article examines solutions for consumers to mitigate impulsive buying behaviors, including prudent purchasing habits, budgeting, and comprehension of digital financial technology. Consequently, it becomes more manageable for consumers and commercial enterprises to function ethically within this constantly evolving digital economy.

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