Although impulsive and hedonic purchasing behaviors may seem to contradict sustainability principles, there are unexplored opportunities through which social media platforms and influencers can redirect these impulses toward sustainable actions. Young consumers, increasingly concerned about the ecological impact of their choices, can be encouraged to adopt responsible and sustainable buying behaviors when these are promoted attractively, enjoyably, and emotionally satisfyingly through social media. This research investigates how social media communication influences hedonic and impulsive purchasing behavior in the Romanian clothing market. In the context where social media is one of the main sources of information and influence for consumers, the research analyzes several determining factors of the purchase decision. Price reductions and the use of credit cards are highlighted as elements that facilitate spontaneous and hedonic targeted purchases, while the attractiveness of clothing items and the need felt play an important role in terms of the desire to buy. In addition, sources of information (such as reviews) have a major impact on consumers’ perceptions and their purchase intentions. Additionally, the study investigates factors such as overall shopping experience and its influence on consumer loyalty. It is approached from two perspectives: attitudinal loyalty, reflected in the preference for brands promoted on social media, and behavioral loyalty, expressed through repeat purchases. The results show that social media acts as an accelerator for hedonic and impulsive buying behaviors, prompting consumers to react quickly to stimuli such as discount campaigns or personalized recommendations. The conclusions highlight the importance of adopting digital marketing strategies that capitalize on the consumers emotional need while also strengthening brand loyalty. These perspectives can guide companies in the clothing industry to adapt their promotion methods to the specifics of the Romanian market and the consumer behavior.

The purpose of this research is to measure the level of social media platform’s impact on hedonic and impulsive purchases when it comes to the Romanian clothing industry. The study analyzes different purchasing factors, in the context where social media platforms have a major impact on consumers. Price reduction seems to be as important as using credit cards when it comes to hedonic targeted purchases, while the impact of social media increases alongside the desire to buy. The sources of information (such as comments, reviews, influencers, or even shares) amplify the impact on consumers’ future purchases. The paper researches purchasing factors, such as hedonic and impulsive buying, and social media platforms’ impact on them. The two approached perspectives are: hedonic motivation, which means the desire to increase the positive experiences; and decrease the negative ones, and impulsive behavior which is characterized as the tendency to act without thinking. The results show that social media’s impact on hedonic and impulsive purchases is accelerated as long as personalized recommendations and discount campaigns exist. This study provides insights for Romanian brand to optimize their digital marketing strategies and reveals the psychological triggers behind hedonic and impulsive behavior.

This paper explains the influence of hedonic motivation on consumer decisions during online clothing purchasing. As e-commerce continues to expand, shopping behavior has evolved beyond the usual needs, often driven by emotional factors. Hedonic motivation, characterized as pleasure resulted from browsing, discovering appealing new items, and enjoying a seamless shopping experience, plays a crucial role in shaping these decisions. The research highlights aspects of hedonic motivation, including the attractiveness of products, excitement of discovering new styles, and the sense of reward associated with indulging in online shopping. These elements not only explain the overall shopping experience, but also stimulate impulsive tendencies, particulary when consumers encounter personalized recommandations or limitted-time offers. Moreover, the study examines how hedonic motivation has an important role in customers behavior, releaving that consumers who feel positive emotions during the procces of shopping, are more likely to feel satisfied with their purchases, even if the product has no real utility for them. This emotional connection, usualy leads to repeated purchases and increased loyalty. Strategies such as creating visiualy enaging interfaces and offering organized collections are recommended to enhance the impact of hedonic motivation.