From screen to cart: Unpacking the moderating role of sale proneness in product placement-driven impulse buying

Abstract

This study examines how product placement in short-form videos influences impulsive buying by integrating the Stimulus-Organism-Response (SOR) model with Trait Activation Theory (TAT). It investigates how product relevance, emotional appeal, and product-influencer fit enhance perceived enjoyment, which drives impulsive purchases. Sale proneness is introduced as a moderating trait that strengthens this relationship. Using survey data from 458 social media users and Structural Equation Modeling (SEM), the findings highlight the interaction between situational cues and individual traits. This research provides strategic insights for marketers on leveraging emotional content, influencer alignment, and trait-based targeting to drive engagement and impulsive buying behavior.