https://dinastipub.
org/DIJEFA Vol.
No.
4, 2025
DOI: https://doi.
org/10.
38035/dijefa.
https://creativecommons.
org/licenses/by/4.
The Influence of Viral Marketing and Buy Now.
Pay Later Promotion on Impulsive Buying of Sneakers in E-commerce: The Mediating Role of Hedonic Motivation and Fear of Missing Out (FOMO) Mahendra Ramadhan Sonday1*.
Yessy Nurbaiti2.
Faranita Mustikasari3 BINUS University.
Indonesia, mahendra.
sonday@binus.
BINUS University.
Indonesia, yessy.
nurbaiti@binus.
BINUS University.
Indonesia, faranita.
mustikasari@binus.
Corresponding Author: mahendra.
sonday@binus.
Abstract: Post-pandemic economic recovery in Indonesia has posed significant challenges to the fashion industry, especially footwear.
Although the sector grew by 44.
02% in 2022, it sharply declined to only 2.
65% by Q2 2024.
This research investigates how viral marketing campaigns and Buy Now.
Pay Later (BNPL) promotions influence impulsive buying behavior among e-commerce consumers, with hedonic motivation and Fear of Missing Out (FOMO) as mediating psychological mechanisms.
Using a quantitative approach based on the StimulusAe OrganismAeResponse (SAeOAeR) framework, data from 339 valid respondents aged 25Ae44 in Jabodetabek who have experience purchasing sneakers online were analyzed using PLS-SEM.
The findings reveal that both viral marketing and BNPL promotions directly enhance impulsive buying tendencies.
BNPL significantly strengthens hedonic motivation, which mediates its effect on impulsive purchasing.
FOMO directly influences impulsive buying, but does not mediate the impact of viral marketing.
However, descriptive statistics show that perceptions of BNPL and hedonic motivation remain neutral to low.
These findings highlight the critical role of emotionally resonant marketing in stimulating consumer response in digital platforms.
Keywords: Impulsive Buying.
BNPL Promotion.
Viral Marketing.
Hedonic Motivation.
FOMO.
INTRODUCTION
In the post-pandemic era, consumer behavior in digital markets has undergone dramatic shifts, particularly within the fashion and footwear industries.
Although the Indonesian footwear industry experienced substantial growth of 44.
02% in 2022, it witnessed a steep decline to only 2.
65% by the second quarter of 2024 (Statista Research Department, 2.
This regression indicates weakening purchasing power among middle-income consumersAia group that previously contributed significantly to consumption growth (CNBC Indonesia, 2.
The increased economic vulnerability of this segment, as seen in the reduction of middle-class population from 57.
33 million in 2019 to 52 million in 2023 (Kompas, 2.
, underscores the 3576 | P a g e https://dinastipub.
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urgent need for innovative marketing strategies that can reignite consumer interest and drive One growing behavioral pattern in e-commerce is impulsive buying, defined as an unplanned and emotionally triggered purchasing decision (Rook & Fisher, 1995.
Verhagen & van Dolen, 2.
In digital settings, impulsive buying is amplified by various stimuliAi especially emotionally evocative content and instant gratification mechanisms (Zhao et al.
Sneakers, as part of fashion consumption, are particularly prone to this behavior due to their symbolic role in identity expression and their popularity among youth-driven subcultures (OAoCass, 2004.
Thomas et al.
, 2.
Amidst this context, viral marketing has emerged as a dominant strategy that leverages user networks to disseminate engaging content.
Viral campaigns featuring influencers, celebrities, and aesthetic storytelling have been shown to stimulate consumers' hedonic motivation by creating emotionally pleasurable brand experiences (Hinz et al.
, 2011.
Fard & Marvi, 2019.
Vu et al.
, 2.
Hedonic motivationAidriven by enjoyment, excitement, and escapeAiplays a key role in triggering spontaneous purchases in e-commerce environments (Arnold & Reynolds, 2003.
Iyer et al.
, 2.
In addition to viral strategies, the emergence of Buy Now.
Pay Later (BNPL) promotions has reshaped digital retail landscapes.
BNPL facilitates purchases by offering installment plans, often interest-free, thus enhancing consumers' perceived financial flexibility.
Research shows that BNPL schemes can not only stimulate purchase intention but also drive unplanned buying behavior due to reduced perceived financial risk (Guttman-Kenney et al.
, 2023.
Juita et al.
Ashby et al.
, 2.
Importantly.
BNPL may also amplify hedonic responses, as consumers perceive easier access to desirable products (Kassim & Hussin, 2016.
Zhu et al.
A key emotional mechanism in digital consumerism is Fear of Missing Out (FOMO)Aia psychological condition where individuals feel anxiety about missing valuable experiences, trends, or opportunities (Przybylski et al.
, 2.
In e-commerce.
FOMO is intensified by limited-time offers, social proof, and trend-centric content, all of which pressure consumers to act quickly and impulsively (Good & Hyman, 2020.
Chetioui & Bouzidi, 2.
Particularly among Millennials and Gen Z.
FOMO acts as a powerful driver of online impulsive behavior (Blyse et al.
, 2023.
Kang et al.
, 2.
While prior studies have examined the independent effects of viral marketing (Ilyas et al.
BNPL (Violita, 2.
, hedonic motivation (Pranata et al.
, 2.
, and FOMO (Tanveer et al.
, 2.
on impulsive buying, few have explored their integrated impact on a specific product category like sneakers.
Moreover, the mediating role of hedonic motivation and FOMO, as emotional constructs within the StimulusAeOrganismAeResponse (S-O-R) framework (Mehrabian & Russell, 1.
, remains under-explored in Indonesian digital retail contexts.
Thus, this study seeks to fill that gap by investigating:
The direct impact of viral marketing and BNPL promotion on impulsive buying.
The mediating roles of hedonic motivation and FOMO.
The relative strength of these psychological mechanisms in facilitating consumer By applying a PLS-SEM approach to data from Indonesian urban e-commerce consumers, this research aims to offer new empirical insights for both academia and industry, particularly in crafting emotionally responsive digital marketing strategies for lifestyle products such as sneakers.
METHOD
This research adopted a quantitative, cross-sectional design grounded in the StimulusAe OrganismAeResponse (S-O-R) theoretical framework, which conceptualizes how external stimuli influence internal psychological states and ultimately affect consumer behavior.
The 3577 | P a g e https://dinastipub.
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primary aim of this study was to examine the relationships between viral marketing.
Buy Now Pay Later (BNPL) promotion, hedonic motivation.
Fear of Missing Out (FOMO), and impulsive buying behavior in the context of online sneaker purchases.
A structured online survey was distributed to assess the effects and mediating roles of these constructs among Indonesian ecommerce consumers.
The study targeted individuals residing in the Greater Jakarta area (Jabodetabe.
, aged between 25 and 44 years, who had previously purchased sneakers via e-commerce platforms and were familiar with viral marketing content and BNPL services.
Using a non-probability convenience sampling technique, a total of 339 valid responses were collected.
Respondents were recruited through WhatsApp distribution lists, social media communities, and online forums related to fashion and sneakers.
Screening questions ensured that participants had exposure to both viral sneaker campaigns and BNPL offers, making them suitable for analysis.
The research instrument comprised multiple reflective indicators, each measured on a 5point Likert scale ranging from "Strongly Disagree" .
to "Strongly Agree" .
All measurement items were adapted from prior validated scales and adjusted for linguistic accuracy through a back-translation process.
Viral marketing was measured using twelve indicators adapted from Vu et al.
, covering entertainment, source credibility, informativeness, and visual appeal.
BNPL promotion was assessed through nine indicators derived from studies by Kassim and Hussin .
Zhu et al.
, and Juita et al.
focusing on financial flexibility, installment plans, and promotional incentives.
Hedonic motivation was measured using twelve indicators capturing consumers' emotional and experiential drive to shop, based on Ozen and Engizek .
FOMO was measured using seven indicators derived from Munawar et al.
, representing anxiety about missing out on limited-time offers or social experiences.
Lastly, impulsive buying behavior was assessed with six indicators based on Rook and Fisher .
, capturing spontaneous and unplanned purchasing tendencies.
Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.
0 software.
This technique was selected due to its suitability for complex models with multiple constructs and its robustness in handling smaller sample sizes.
The evaluation followed a two-stage modeling approach.
First, the measurement model was validated through reliability and validity tests, including factor loadings.
Average Variance Extracted (AVE).
CronbachAos alpha, and Composite Reliability.
Discriminant validity was examined using the FornellAeLarcker criterion and Heterotrait-Monotrait (HTMT) ratio.
Second, the structural model was assessed for coefficient of determination (RA), effect sizes .
A), and predictive relevance (QA).
Hypothesis testing was performed using a bootstrapping procedure with 5000 subsamples, and significance was determined at p-values less than 0.
Through this methodological approach, the study aimed to provide empirical evidence on how viral marketing and BNPL promotions influence sneaker consumers' impulsive buying behavior, both directly and through emotional mediators such as hedonic motivation and FOMO.
RESULTS AND DISCUSSION
This study aimed to investigate the impact of viral marketing and Buy Now.
Pay Later (BNPL) promotion on impulsive buying behavior in e-commerce, with hedonic motivation and fear of missing out (FOMO) as mediating variables.
To validate the structural model, both the measurement and structural components were rigorously evaluated through a series of statistical tests using PLS-SEM.
The evaluation began with the reliability analysis of the reflective constructs.
summarized in Table 1, all constructs demonstrated strong internal consistency.
CronbachAos Alpha values ranged from 0.
857 (Impulse Buyin.
940 (BNPL Promotio.
, and Composite 3578 | P a g e https://dinastipub.
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Reliability values ranged from 0.
894 to 0.
These results exceed the accepted threshold of 70, confirming that all constructs are reliable.
Reliability Test of Reflective Constructs Construct Cronbach's Alpha Composite Reliability Status Viral Marketing Reliable BNPL Promotion 0.
Reliable Hedonic Motivation 0.
Reliable FOMO Reliable Impulse Buying Reliable Next, the coefficient of determination (RA) was assessed to evaluate the amount of variance in the endogenous variables explained by their predictors.
As shown in Table 2, hedonic motivation had an RA of 0.
155, indicating that viral marketing and BNPL promotion 5% of the variance.
Meanwhile.
FOMO and impulsive buying showed weak predictive power, with RA values of 0.
025 and 0.
074 respectively.
These low values suggest that while the predictors have statistically significant effects, their explanatory power is limited.
RA of Endogenous Variables Endogenous Construct Predictor.
RA Hedonic Motivation Viral Marketing.
BNPL Promotion 0.
FOMO
Viral Marketing Impulsive Buying Hedonic Motivation.
FOMO To complement the RA findings, the effect size .
A) was calculated to measure the individual contribution of each exogenous variable.
Referring to Table 3, viral marketing had a small effect on both hedonic motivation .
A = 0.
and FOMO .
A = 0.
, while BNPL promotion had a small effect on hedonic motivation .
A = 0.
Hedonic motivation also showed a small effect on impulsive buying .
A = 0.
, while FOMOAos influence on impulsive buying was negligible .
A = 0.
These results confirm the mediating role of hedonic motivation, albeit at a modest level, and reaffirm the limited behavioral relevance of FOMO in this context.
Effect Size .
A) of Exogenous Variables Predictor Variable Hedonic Motivation FOMO Impulsive Buying Viral Marketing 025 Ae BNPL Promotion 0.
Hedonic Motivation Ae
FOMO
Ae Ae The model was also tested for multicollinearity using the Variance Inflation Factor (VIF).
As reported in Table 4, all VIF values were substantially below the critical threshold of 3, with the highest VIF recorded at only 1.
These results indicate no multicollinearity issues among the predictors, affirming that each variable contributed uniquely to the model without redundancy.
Multicollinearity Test (VIF Value.
Predictor Pathway
VIF
BNPL Promotion Ie Hedonic Motivation 1.
FOMO Ie Impulsive Buying Hedonic Motivation Ie Impulsive Buying 1.
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Predictor Pathway
VIF
Viral Marketing Ie Hedonic Motivation 1.
Taken together, these findings suggest that while all tested paths are statistically significant, their explanatory power is modest, and practical effects are small.
Hedonic motivation emerges as the strongest mediator, bridging promotional and emotional stimuli to consumer impulse.
However.
FOMO's influence appears minimal, and impulsive buying behavior is only partially explained by the model, suggesting the presence of other relevant factors such as personal traits, urgency cues, or scarcity perception.
The model thus provides a foundational framework but encourages future research to expand on these behavioral CONCLUSION This study aimed to examine the influence of viral marketing and Buy Now.
Pay Later (BNPL) promotion on impulsive buying behavior of sneakers in e-commerce platforms, with hedonic motivation and fear of missing out (FOMO) as mediating variables.
Through the application of Partial Least Squares Structural Equation Modeling (PLS-SEM), several meaningful insights were uncovered regarding the dynamics of online consumer behavior in IndonesiaAos digital retail environment.
The results confirmed that both viral marketing and BNPL promotion positively influence hedonic motivation, suggesting that emotionally engaging content and flexible payment schemes can enhance consumersAo pleasure-driven shopping tendencies.
In turn, hedonic motivation significantly contributes to impulsive buying, underscoring its role as a key psychological trigger in spontaneous online purchases.
However.
FOMO was found to exert only a minimal influenceAiboth descriptively and structurallyAion impulsive buying.
This suggests that consumers in the study sample are less likely to be driven by social pressure or trend-related anxiety when making purchase decisions.
Furthermore.
BNPL promotion did not significantly affect FOMO, indicating that financially appealing promotions alone may not be sufficient to generate urgency or social comparison among shoppers.
The explanatory power of the model, as indicated by low RA and small fA values, reflects that impulsive buying behavior is influenced by a broader set of factors not fully captured in this framework.
These may include individual impulsivity traits, mobile user experience, scarcity messaging, or time-limited offers.
In conclusion, the study validates the central role of hedonic motivation as a bridge between marketing stimuli and impulse buying, while simultaneously challenging the overreliance on FOMO as a universal driver.
These findings offer practical guidance for marketers to invest more in creating emotionally rich and pleasurable shopping experiences rather than depending solely on urgency-driven tactics.
REFERENCES