How does a consumer's ethical concern (EC) influence their online impulse buying behavior (OIBB) according to the chapter?

A consumer's ethical concern (EC) influences their online impulse buying behavior (OIBB) by moderating the relationship between social media marketing (SMM) and OIBB. While EC does not have a direct impact on OIBB, it affects how consumers respond to SMM, potentially enhancing their impulse buying when ethical considerations are acknowledged.

The study indicates that ethical concerns (EC) do not directly influence online impulse buying behavior (OIBB), meaning that heightened ethical awareness does not significantly change impulsive purchasing actions. However, EC serves as a moderator in the relationship between social media marketing (SMM) and OIBB, suggesting that when consumers are aware of ethical practices, their likelihood of impulse buying in response to SMM may increase. This implies that businesses should consider ethical implications in their marketing strategies to effectively engage consumers and potentially boost impulse purchases.