THE MEDIATION EFFECT OF HUNGER MARKETING BETWEEN BRAND IMPRESSION,MEDIA PROMOTION, SCARCITY AND IMPULSE BUYING BEHAVIOUR: SPECIAL REFERENCE TO ONLINE SHOPPERS IN BATTICALOA DISTRICT

Abstract

Online shoppers play a crucial role in the success of modern businesses. Impulse buying behaviour and hunger marketing are emerging mechanisms that enhance business sustainability and profitability. This study examines the impact of brand impression, media promotion, and scarcity on impulse buying behaviour, with hunger marketing as a mediating factor among online shoppers in Batticaloa District, Sri Lanka. A quantitative research approach was adopted, collecting data from 384 online shoppers, specifically doctors, nurses, and teachers, through structured questionnaires. The data were analyzed using SPSS 25.0, applying univariate, bivariate, and multivariate (mediation) analyses. The findings reveal that brand impression, media promotion, and scarcity significantly influence impulse buying behaviour. Brand impression enhances consumer perceptions, media promotion increases awareness and interest, and scarcity creates urgency, leading to spontaneous purchases. Hunger marketing acts as a partial mediator, amplifying the impact of these factors. Notably, scarcity proves to be the most effective strategy in driving impulse buying among online shoppers. These insights offer valuable guidance for marketers, emphasizing the importance of strategic brand positioning, impactful media campaigns, and controlled scarcity techniques to enhance consumer engagement and sales. Furthermore, the study highlights the significance of leveraging data-driven marketing strategies to better understand consumer behaviour and optimize promotional efforts. By applying these findings, businesses can develop more effective, targeted approaches to influence purchasing behaviours. Future research could explore additional psychological and demographic factors influencing impulse buying across different consumer segments.