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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

“It Is Easier to JudgeOthers Than to JudgeYourself.” : A Qualitative Study on HowWitnessing Impulsive PurchasesOnline Impact Brands’ Coolness

Zarrad, Nermine January 2024 (has links)
This thesis examines the complex relationship between impulsive buying behavior,perceptions of brand "coolness," and their impact on Generation Z consumers. Datacollected from 11 semi-structured interviews reveals that witnessing impulsive purchasesonline can have both positive and negative effects on a brand's perceived coolness. Key factors in this dynamic include the allure of community and a desire for socialvalidation. Using the Stimulus-Organism-Response (SOR) framework, impulsivepurchase posts (User-Generated content) act as stimuli, triggering emotional responsesthat influence brand perception. Consumers are more likely to make impulsive purchasesfrom brands they consider cool as a means of aligning themselves with a desirable imageor group. However, excessive exposure to impulsive buying posts can undermine abrand's exclusivity and diminish its cool factor. The study finds that coolness is inherently subjective, with individual interviewees' valuesand experiences shaping their responses. Brands that prioritize community, authenticity,and a carefully cultivated sense of exclusivity are best positioned to navigate the complexrelationship between impulsive purchase behavior and overall brand perception.

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