Abstract:
Purpose: This study aimed to analyze the impact of website quality and social media on the
impulsive buying behavior of online consumers of cosmetic industry ofKarachi, Pakistan.
Methodology: The study has purposively undertaken the online consumers of cosmetic
industry in Pakistan in order to provide relevant and empirical evidences for improving their
online presence and increase their customer base in the long-run. The study has aimed to
gather 356 sample responses from the population. The study has decisively chosen
convenience sampling technique from the umbrella ofthe non-probability sampling method.
The study has decisively used partial least square structural equation modeling (PLS-SEM)
technique for data analysis using SmartPLS version 3.2.8.
Findings: The website design quality was significantly affecting the functional benefits.
Also, the website service quality was significantly affecting the functional benefits. The
functional benefits were significantly affecting the impulse buying. In addition, the influence
ofsocial media was significantly impacting the impulse buying.
Limitations: The limitations are that the outcomes ofthe study are restricted to the context of
Karachi, Pakistan only as the present study is conducted in Karachi. Secondly, the perception
and behavior of other user groups might differs, when it comes to quality of design and
service, and social media influence as well.
Implications: The managers are recommended to increase the influence of social media by
promoting conversations regarding the products or new launch programs. Also, look out for
new and innovative features to do marketing advertisements.
