The Emotional Dimensions of Impulsive Buying in Digital Marketing: Insights from a Bibliometric Perspective

Abstract

This study aims to analyze the emotional dimension of impulsive buying behavior in the context of digital marketing through a bibliometric approach. The data in this study was obtained from the Scopus database using the keywords "Emotion" AND "Impulsive Buying", and produced 86 relevant publications in the period 2002-2025. This study uses descriptive bibliometric methods and VOSviewer software to map the co-occurrence of keywords, thematic clusters, publication trends, and authors' contributions in the institution. The results show a significant increase in publication volume since 2019 with a peak in 2023, signaling a great deal of academic attention to the role of emotions in impulsive shopping behavior in the digital environment. Thematic mapping yielded three cluster names, namely: emotions as triggers for spontaneous purchasing decisions; emotional stimulation through digital environments such as social commerce, attractive visuals, limited-time promotions, and gamification, as well as; Consumers' cognitive responses are associated with decreased self-control and the likelihood of regret after purchase.