Impact of Social Media Promotions on Impulse Buying Behaviour with the Mediating Effect of Impulse Buying Intention: With Reference to Cosmetic Industry in Sri Lanka

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Quantitative analysis reveals social media marketing boosts impulse buying intention and behavior in Sri Lankan consumers.

Social media marketing significantly influences impulse buying behavior, enhancing brand awareness and emotional connections.
Impulse buying intention mediates the relationship between social media promotions and impulse buying behavior.
Structured survey design utilized with 200 respondents in Sri Lanka to collect quantitative data.
Findings suggest that social media advertising strategies can effectively boost sales in the cosmetic industry.

G. P. K. Nishadi (2025) studied this question.

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