000			02628nab a22002417a 4500
999			_c96152 _d96152
003			CITU
005			20260729113235.0
008			260511c2026 |||p| |||| 00| 0eng d
100	1		_aGonzales, Hannah Nichole V. _eauthor.
245	1	4	_aThe influence of psychological triggers, content engagement, and self-regulation on the relationship between social media ads and impulsive buying.
264		4	_c2026
520			_aSocial media advertising has been widely studied for its influence on consumer behavior, but research rarely examines how psychological triggers, content-driven factors, and self-regulation jointly shape impulsive buying. This study addresses that gap by analyzing their combined effects. A quantitative descriptive-correlational design was used, involving 392 university students in Cebu City, Philippines. Data were collected through a structured online survey measuring social media ad exposure, psychological triggers, content-driven influence, self-regulation, and impulsive buying. Reliability testing yielded a Cronbach’s alpha of 0.8542. Regression analysis was applied to determine relationships among variables. Respondents generally agreed they were exposed to social media ads (M = 3.59) and practiced self-regulation (M = 3.86), while impulsive buying tendencies were neutral (M = 2.85). Psychological triggers (M = 3.22) and content-driven factors (M = 3.36) showed moderate influence. Multiple regression revealed that psychological triggers and content-driven factors had the strongest positive effects on impulsive buying, while self-regulation had a significant negative effect. Social media ad exposure showed a smaller but significant positive association. The full model explained 57% of the variance in impulsive buying. Findings suggest that impulsive buying is shaped more by persuasive content and psychological cues than by exposure alone, with self-regulation acting as a protective factor. Marketers should prioritize engaging content and ethical strategies, while educators and policymakers promote financial literacy and self-control to mitigate impulsive buying.
650		0	_aInternet advertising.
650		0	_aConsumer behavior _xPsychological aspects.
650		0	_aSocial media _xPsychological aspects.
700	1		_aLaraga, Ralph Clarence M. _eauthor.
700	1		_aLopez, Niña Fatima Rainy B. _eauthor.
700	1		_aPaug, Mart Francesfil R. _eauthor.
700	1		_aPegarido, Sol Andrew L. _eauthor.
700	1		_aYanson, Kyrah Alodia A. _eauthor.
773			_gVolume 1, Issue 1 (February 2026), pages 250-265. _tSemestral Research Compendium
942			_2ddc _cART