THE CHANGE IN CONSUMER HABITS CAUSED BY FLASH SALES AND SOCIAL MEDIA ADVERTISEMENT

Abstract

The increasing use of flash sales and social media advertisements encourages haste, impulsive purchases, and brand switching, which changes consumer behavior and puts long-term brand loyalty to the test. . There is a lack of research on urgency-driven impulsive purchase, which ignores ethics, cultural differences, and long-term loyalty. To evaluate flash sales and social media advertisements in a sustainable manner, these holes must be filled. Objectives of the study to determine the impact of social media ads on a consumer's preferences, perceptions, and purchasing choices. to ascertain the effect of flash sales on consumer purchasing patterns, such as brand loyalty, urgency, impulse buying, and brand-switching. to investigate whether flash discounts and social media advertisements lead to long-term shifts in customer loyalty and behavior or to impulsive, short-term purchases.  This research project is being carried out using a cross-sectional study design. A systematic questionnaire yielded 520 responses in all, which spss software then examined.  The majority of participants (90%) were over the age of 18–25, followed by those in the 36–45 age range who were mid-career individuals and parents (40%), young professionals and those in the early stages of their careers (30%), and professionals in the 45–60 age range who were approaching retirement (20%).  This study's goal is to influence people's perceptions of impulsive buying, urgency buying, and short- and long-term changes in behavior. Due to increased haste and impulsive purchasing brought on by social media advertisements and flash deals, customers are more likely to switch brands. Because of this changing behavior, businesses are being forced to reconsider their long-term brand loyalty plans and consumer engagement and retention tactics.