Consumer Reviews and Impulsive Buying: The Role of Emotional Arousal in Social Commerce
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Abstract
Impulsive buying has become increasingly prevalent in social commerce platforms where consumers encounter emotional and visual content. This study examines how emotional online reviews supplemented with photos or videos trigger emotional arousal that drives impulsive purchasing decisions. A qualitative literature review method was employed following systematic procedures for article identification and thematic synthesis. The analysis reveals that emotional reviews activate contagion mechanisms where consumers experience similar feelings to reviewers, increasing their readiness to purchase spontaneously. Visual content strengthens this effect by providing concrete evidence and enabling consumers to imagine themselves using the product. Social commerce platforms create optimal conditions for impulsive buying through integrated social interaction and commercial features. Product type moderates this relationship, with hedonic products being more susceptible to emotional and visual influence. Consumer characteristics including age, shopping experience, and impulse tendency also moderate the effect. Authentic visual reviews enhance credibility and reduce perceived risk that typically inhibits impulsive purchases. Post-purchase cognitive dissonance often leads consumers to rationalize their decisions through positive reinforcement. These findings have implications for marketing strategies and consumer protection policies in the digital marketplace. Future research should employ experimental designs to establish causality and examine long-term effects on consumer satisfaction.
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