Article2020

Exploring Emotional Well-Being in Facebook as a Driver of Impulsive Buying: A Cross-Cultural Approach

Nancy Berenice Ortiz Alvarado · Marisol Rodríguez Ontiveros · Claudia Quintanilla

31 citations0/0 files storedJournal of International Consumer Marketing

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Consumer Retail Behavior Studies Impact of Technology on Adolescents Consumer Behavior in Brand Consumption and Identification

Abstract

The purpose of this research is to comprehend how using Facebook affects individuals’ emotional well-being and to explore the relationship as a motivation or driver to alleviate negative states while enhancing positive ones through impulsive buying behavior; also cross-cultural aspects of these relationships are explored to understand key differences in this behavior. Three focus groups and nine in-depth interviews were developed with Mexican and Spanish women among 30–50 years, medium to high income, with active Facebook accounts and medium-heavy users. The findings suggest that positive and negative emotions could drive an impulsive buying behavior, however negative emotions are stronger and more prone to drive such an impulse; such behavior might not be present without the use of Facebook.

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References

1968The Discovery of Grounded Theory; Strategies for Qualitative Research 1988Development and validation of brief measures of positive and negative affect: The PANAS scales.1988Development and validation of brief measures of positive and negative affect: The PANAS scales.1954A Theory of Social Comparison Processes 2003Research design: qualitative, quantitative, and mixed methods approaches 2025Advances in Consumer Research 1990Basics of qualitative research 1984Subjective Well-Being

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