Abstract

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 digital stimuli and parasocial interactions trigger spontaneous purchasing decisions. Adopting a descriptive and exploratory quantitative design, data was collected via an online survey focusing on the young consumer demographic. The results identify a “Persuasion Knowledge Paradox,” where a significant majority of participants express skepticism toward paid advertisements, yet nearly half engaged in immediate impulsive purchases. These findings suggest that the “Illusion of Friendship,” or parasocial interaction, functions as a psychological bypass that allows affective triggers to override cognitive critical defences. Notably, a substantial portion of the sample reported post-purchase regret, owning items purchased via social media that remain largely unused. While limited by the use of a convenience sample, the study highlights the risks of digital overconsumption and financial vulnerability for young consumers in the modern social commerce landscape. Ultimately, this paper contributes to the literature by explicitly linking the relational intimacy of influencer marketing to the physical manifestation of overconsumption, providing a nuanced understanding of how contemporary digital environments facilitate a transition from cognitive awareness to spontaneous consumption.

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