Adjei, Bismark, Farooq, Muhammad Umar ORCID: https://orcid.org/0000-0002-3744-3230 and Bowen, Gordon (2026) The effect of Instagram and TikTok as a social media tool on impulse purchase: a case study of Gen Z in Ghana. In: 2026 GBATA readings book. Global Business and Technology Association, pp. 12-24

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Abstract

This study explores the influence of Instagram and TikTok on impulse buying behaviour among Generation Z consumers in Ghana. Drawing on the Stimulus-Organism-Response model and the Theory of Planned Behaviour, the research investigates how digital stimuli such as influencer content, visual aesthetics, and social proof contribute to spontaneous purchase decisions. With the rising penetration of smartphones and social media among Ghanaian youth, understanding these behaviours has become critical for marketers, policymakers, and digital commerce stakeholders. The study employs a descriptive research design with data collected from 100 Gen Z respondents using structured questionnaires. Results indicate a strong correlation between social media engagement and impulse buying, particularly driven by algorithmic content exposure, emotional arousal, and peer influence. The findings also reveal that Instagram's visual design and TikTok's short-form video model significantly reduce cognitive resistance and facilitate immediate purchase actions. While the study acknowledges infrastructural challenges and cultural nuances, it underlines the transformative impact of social media in shaping consumer behaviour in emerging markets like Ghana.

Item Type:	Book Section
Status:	Published
DOI:	10.5281/zenodo.22055431
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
School/Department:	London Campus
URI:	https://ray.yorksj.ac.uk/id/eprint/15797

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