Journal of African Development

E-commerce and digital marketing have rapidly changed the shopping landscape. This shift has fueled a surge in online impulse buying. This study explores how Electronic Word of Mouth (E-WOM), online reviews, Fear of Missing Out (FOMO), and self-control shape impulsive buying behaviour among consumers in Chandigarh, Mohali, and Panchkula. A quantitative approach was used. The research collected insights from 150 participants through a structured questionnaire based on a five-point Likert scale. Advanced statistical tools, including SmartPLS, helped uncover the intricate connections between these drivers and online impulse purchases.

The findings reveal that E-WOM, online reviews, and FOMO each have a strong positive effect on online impulse buying. Consumers are more likely to make unplanned purchases due to social influence, peer recommendations, and the urgency these factors create. However, individuals with high self-control are much less likely to make impulsive online purchases. These results clearly show that E-WOM, peer feedback, and the fear of missing out can increase impulse buying, while strong self-control reduces it. E-commerce marketers and digital retailers can use these insights to design strategies that leverage social proof, persuasive reviews, and scarcity to encourage consumer purchases..