“Hurry! Use Summer20 and get 20% off your entire purchase, the offer is only valid for 24 hours” : A quantitative study on to what extent time-limited discount codes on Instagram provided by influencers affect Swedish consumer's impulse buying behavior

Abstract: Over the years Instagram has grown successfully to an online platform whereindividuals and companies are constantly present. It has become a marketplace wherecompanies frequently can reach out to their customers with marketing. As a result, thishas created an impact on consumers' impulse buying behavior. Due to thesecircumstances, the purpose of this study was to examine whether the usage ofInstagram, time-limited discount codes, and the attitude toward influencers contributeto Swedish consumers’ impulse buying behavior. To examine this, three hypotheseswere developed from previous research on impulse buying, influencer marketing, pricepromotions, and the usage of Instagram. Primary data were collected through aquestionnaire with 306 respondents and further analyzed through the statisticalsoftware SPSS to be able to test the stated hypotheses.  The study questions to what extent time-limited discount codes on Instagram providedby influencers affect Swedish consumers’ impulse buying behavior. The results of thehypothesis testing confirm that there is a correlation between the factors, whichimplies that they have an affection for Swedish consumers. However, the test showedthat the usage of Instagram is the factor with the highest correlation with impulsebuying. Additionally, when analyzing the answers in the questionnaire it showed thatdue to various circumstances such as lifestyle and income the extent of affectiondiffers. The result is supposed to facilitate companies with their marketing to get anunderstanding of consumers’ impulsive buying behavior on Instagram for futureresearch.