EXPLORING A STRUCTURED INFLUENCE FRAMEWORK OF IMPULSIVE BUYING BEHAVIOR AMONG TEENAGERS IN THE FAST-FASHION SECTOR

Abstract

The current paper examines how different influences come together to share impulsive buying among teenagers in the fast-fashion sector. This study focuses social, personal and emotional factors that quietly guide and build their choices. The method used in this study is ISM which includes expert views to understand each factor is related to each-other. These inputs were then formed into matrices and arranged in clear levels. The final digraph represents the way peer influence, social media content, materialism, and self-control impact impulsive buying. This study explains why teenagers react so quickly to trends, especially for fast-fashion brands. This study offers a simple structure that can support future work in this area and also gives practical insights that can help managers, society and common people to understand the teenage buying habits in a clear and organized way.