{"id":26684,"date":"2026-02-26T12:24:36","date_gmt":"2026-02-26T05:24:36","guid":{"rendered":"https:\/\/feb.unair.ac.id\/uncategorized\/impulse-buying-in-social-commerce-the-role-of-interaction-communication-expertise-self-congruity-and-parasocial-relationships-2\/"},"modified":"2026-02-26T12:24:36","modified_gmt":"2026-02-26T05:24:36","slug":"impulse-buying-in-social-commerce-the-role-of-interaction-communication-expertise-self-congruity-and-parasocial-relationships-2","status":"publish","type":"post","link":"https:\/\/feb.unair.ac.id\/artikel-ilmiah\/impulse-buying-in-social-commerce-the-role-of-interaction-communication-expertise-self-congruity-and-parasocial-relationships-2\/","title":{"rendered":"Impulse Buying in Social Commerce: The Role of Interaction Communication, Expertise, Self-Congruity and Parasocial Relationships"},"content":{"rendered":"<p><strong>Title<\/strong>: Impulse Buying in Social Commerce: The Role of Interaction Communication, Expertise, Self-Congruity and Parasocial Relationships<\/p>\n<p><strong>Authors<\/strong>:<\/p>\n<ol>\n<li>Triyoga<\/li>\n<li>Muhammad<\/li>\n<li>Sri Hartini<\/li>\n<\/ol>\n<p><strong>Department<\/strong>: Manajemen<\/p>\n<p><strong>Journal Name<\/strong>: International Journal of Multidisciplinary and Current Educational Research<\/p>\n<p><strong>Kinds of Journal<\/strong>: <\/p>\n<p><strong>Keywords<\/strong>: Impulse buying; Parasocial interaction; Expertise; self-congruity Interaction communication<\/p>\n<p><strong>Abstract<\/strong>:<\/p>\n<p>Social commerce is becoming a trend to shop online now. Social commerce is the development of social media, characterized as a combination of commercial activity online and interaction social media mediated by social media platforms. Research Objectives: This tests relationships between interaction communication, expertise knowledge, Self-congruity parasocial relationships, and Impulse Buying. One hundred seventy samples were used, of which the Retrieval sample used purposive sampling. Research results show that the five hypotheses are accepted: interaction communication, self-congruity, and parasocial relationships influence impulse buying. Interaction communication and self-congruity are influential towards parasocial relationships. One hypothesis is rejected: expertise knowledge does not impact parasocial relationships. Contribution study This is a marketing strategy model for e-commerce live streaming.<\/p>\n<p><strong>For details<\/strong>: <a href=\"https:\/\/www.ijmcer.com\/wp- content\/uploads\/2023\/12\/IJMCER_M05601540161.pdf\" target=\"_blank\" rel=\"nofollow noopener\">https:\/\/www.ijmcer.com\/wp- content\/uploads\/2023\/12\/IJMCER_M05601540161.pdf<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title: Impulse Buying in Social Commerce: The Role of Interaction Communication, Expertise, Self-Congruity and Parasocial Relationships Authors: Triyoga Muhammad Sri Hartini Department: Manajemen Journal Name: International Journal of Multidisciplinary and Current Educational Research Kinds of Journal: Keywords: Impulse buying; Parasocial interaction; Expertise; self-congruity Interaction communication Abstract: Social commerce is becoming a trend to shop online [&hellip;]<\/p>\n","protected":false},"author":100,"featured_media":0,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[52],"tags":[],"class_list":["post-26684","post","type-post","status-publish","format-standard","hentry","category-artikel-ilmiah"]}