<![CDATA[Social media and live-streaming commerce have created a more interactive shopping environment in which consumers can access information, assess products, and make purchase decisions rapidly. Such an environment may encourage unplanned purchases because consumers are continuously exposed to persuasive cues, including influencer credibility, the quality of user-generated content (UGC), and product attractiveness. Although these factors have been widely discussed, previous research has tended to examine them independently, leaving their combined role in shaping impulse buying insufficiently understood. This study develops a conceptual model linking Influencer Credibility, UGC Quality, and Product Attractiveness to Impulse Buying Behavior, with Urge to Buy Impulsively serving as a mediating variable. A descriptive qualitative literature review was conducted by synthesizing four reputable international journal articles addressing impulse buying in digital marketing and live-streaming commerce. The synthesis suggests that the three factors act as external stimuli capable of activating consumers’ psychological urge to purchase spontaneously. Drawing on the Stimulus–Organism–Response (S-O-R) Theory and the Elaboration Likelihood Model (ELM), the proposed framework clarifies the process through which marketing stimuli lead to impulse buying behavior. The model also offers theoretical insights and practical considerations for the development of digital marketing strategies.]]>
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