Abstract Social commerce has altered the consumption experience due to various interactive factors. Growing evidence stated that users are prone to buy impulsively in such an environment. Prior studies were limited to demonstrate the emerging role of social media celebrities and embedded social interaction in the context of impulse buying though users encounter them concurrently and frequently while browsing. Hence, this study investigated the influence of celebrities' post authenticity, sentiment polarity, observational learning, and impulse buying tendency following the latent state-trait theory. We have used the data of 452 Pakistani respondents to empirically investigate the research model collected via an online questionnaire from celebrities' community on Facebook. This study employed partial least squares structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) to analyze data. The findings revealed that proposed constructs significantly influence the urge to buy impulsively. Further, impulse buying tendency moderates all relationships except negative sentiments. Unexpectedly, the moderation effects of celebrities’ authenticity are insignificant. Furthermore, fsQCA results show the robustness of constructs towards urge to buy impulsively. The theoretical and managerial implications with limitations are provided in the paper.

中文翻译：

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社交媒体名人的帖子和上下文互动对社交商务中的冲动购买的影响

摘要 社交商务由于各种交互因素改变了消费体验。越来越多的证据表明，用户在这种环境下更容易冲动购买。先前的研究仅限于证明社交媒体名人和嵌入式社交互动在冲动购买的背景下的新兴作用，尽管用户在浏览时同时且频繁地遇到它们。因此，本研究根据潜在状态-特质理论调查名人的后真实性、情感极性、观察学习和冲动购买倾向的影响。我们使用 452 名巴基斯坦受访者的数据对通过 Facebook 名人社区在线问卷收集的研究模型进行了实证调查。本研究采用偏最小二乘结构方程模型 (PLS-SEM) 和模糊集定性比较分析 (fsQCA) 来分析数据。调查结果显示，提议的结构显着影响冲动购买的冲动。此外，冲动购买倾向会缓和除负面情绪之外的所有关系。出乎意料的是，名人真实性的调节作用是微不足道的。此外，fsQCA 结果表明结构对冲动购买的鲁棒性。本文提供了具有局限性的理论和管理意义。冲动购买倾向缓和除负面情绪之外的所有关系。出乎意料的是，名人真实性的调节作用是微不足道的。此外，fsQCA 结果表明结构对冲动购买的鲁棒性。本文提供了具有局限性的理论和管理意义。冲动购买倾向缓和除负面情绪之外的所有关系。出乎意料的是，名人真实性的调节作用是微不足道的。此外，fsQCA 结果表明结构对冲动购买的鲁棒性。本文提供了具有局限性的理论和管理意义。