author(s)
K Muhammed Shahid and M Marimuthu

abstract
Social media has become a powerful force in shaping how people shop, often driving quick and unplanned purchases. This study explores how social media marketing encourages impulsive buying behavior and looks at the role of neuro-branding in this process. Neuro-branding focuses on the emotional and subconscious connections consumers form with brands, which can strongly influence their decisions. The study suggests that social media content such as interactive posts, influencer promotions, and personalized campaigns not only attracts attention but also builds deeper brand associations. These brand cues, in turn, increase the likelihood of impulsive buying. Using a quantitative approach and structural equation modeling, the research examines both the direct effect of social media marketing on impulsive buying and the indirect effect through neuro-branding. The findings are expected to show that while social media marketing alone can drive impulsive purchases, its impact is stronger when neuro-branding acts as a mediator. This work adds to our understanding of consumer behavior in the digital age and offers practical guidance for marketers aiming to create strategies that resonate emotionally with customers.