Influence of Marketing Stimulation on Students' Impulsive Buying Behavior of Fast Food on Social Networks

Nowadays, shopping is no longer simply an action but has become a habit that can lead to an abnormal behavior called continuous purchasing (Black et al., 2012) [2]. Kukar-Kinney et al. (2012) [9] said that continuous buyers tend to buy more online than intermittent buyers. The conveniences that technology brings are helping customers around the world, including Vietnam, shop faster and easier. Since 2020, with the outbreak of the COVID-19 pandemic, online shopping behavior has continuously had a significant influence on online shopping trends, and the impact on buyers and sellers has become clear as sales and platform providers formalize purchases (Celik & Kose, 2021) [3]. The aim of this study is to investigate the influence of marketing stimulation on students' impulsive buying behavior of fast food on social networks. Data was collected from surveying students in Hanoi from July 2023 to October 2023. Multiple methodologies were employed, along with some tools such as summaries of data linked to the elements influencing students' impulsive buying behavior of fast food on social networks, Pearson Correlation Coefficient, and a regression model for analysis, to quantify how much marketing stimulation was influenced. The results reveal that marketing stimulation is having a positive students' impulsive buying behavior of fast food on social networks. Based on the findings, several suggestions are proposed for fast food firms and students.