In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-02, Impac Fac o : 8.048
IJCSRR @ 2025
www.ijcs .o g
4888 *Co esponding Au ho : Eb ima Jabbi Volume 08 Issue 10 Oc obe 2025
A ailable a : www.ijcs .o g
Page No. 4888-4901
In luence o Social Media Ad e ising and In luence Ma ke ing on Gen Z
Fashion E-Comme ce Pu chasing Decisions in Wes Coas Region
The Gambia: Impulsi e Buying as Media o
Eb ima Jabbi1, Muhadji Anwa 2, Dewi Kh isna Sawi i3
1,2,3 Mas e 's P og am in Managemen , Facul y o Economics and Business
Uni e si as Pembangunan Nasional “Ve e an” Jawa Timu
ABSTRACT: This esea ch examines he impac o social media ad e ising and in luence ma ke ing on Gen Z ashion e-
comme ce pu chasing beha io in he Wes Coas Region, The Gambia wi h impulsi e buying as a media ing a iable. A quan i a i e
causal-compa a i e esea ch design was used wi h da a ob ained h ough ques ionnai es om 130 Gen Z pa icipan s. Pa ial Leas
Squa es–S uc u al Equa ion Modeling (PLS-SEM) was he me hod o analysis applied in Sma PLS 4. This s udy is buil on he S-
O-R (S imulus–O ganism–Response) model, which desc ibes an ex e nal ma ke ing s imulus ha leads o an in e nal psychological
esponse and an e ec on consume beha io . The esul s show ha bo h social media ad e ising and in luence ma ke ing s ongly
impac Gen Z consume s’ pu chase in en ion. Besides, impulsi e buying beha io media es hese ela ionships, implying ha
exposu e o digi al ma ke ing con en can lead o impulsi e pu chases. These indings emphasize he ole o engaging social media
con en and in luence pa ne ships o guide ashion e-comme ce consume decisions. This s udy p o ides key implica ions o
ma ke e s and companies in designing a ocused digi al s a egy o success ully each Gen Z consume s in The Gambia and simila
eme ging ma ke s.
KEYWORDS: In luence Ma ke ing, Impulsi e Buying, Pu chasing Decisions, Social Media Ad e ising.
I. INTRODUCTION
Digi al in e ac ion e ec on Gen Z pu chase s' beha io in he digi al e a. Membe s o his gene a ion a e knowledgeable abou
echnology and we e bo n oughly a ound he mid-1990s o he ea ly 2010s. Tu ne (2022), hey a e especially ac i e on online
pla o ms, which a ec how hey connec wi h b ands and wha hey decide o buy. Social media ma ke ing s a egies a e employed
h oughou di e en online pla o ms o le e age consume s, b and loyal y, and sales wi hin he e-comme ce sec o . (Kaplan, 2015).
Backg ound: Wes Coas Region The Gambia's is expe iencing an escala e in e-comme ce owing o inc eased in e ne capaci y and
mobile usage. As a esul , i is necessa y o comp ehend how social media ma ke ing a ec s Gen Z's b and in ol emen and
pu chasing decisions. Social media ma ke ing includes sponso ed ads, con en ma ke ing, in luence ma ke ing, in e ac i e
in e ac ion, and o he ac ics. Cus ome p e e ences and beha io ha e been signi ican ly impac ed by social media pla o ms like
Ins ag am, TikTok, Facebook as well as Twi e (Du e , 2017). Gen Z, who a e digi al na i es, a e mo e likely o eac posi i ely
o social media ma ke ing ac ics ha emphasize pee ecommenda ions, au hen ici y, and pe sonaliza ion han o adi ional
ma ke ing ac ics (Zhou e al., 2021). This p ima ily seeks o de e mine he elemen s ha con ibu e o social media ma ke ing o
small businesses in The Gambia. Howe e , he ex en o which such measu emen s e ec i ely con ibu e o Gen Z b and loyal y
and pu chase beha io is all bu coined.
Due o widesp ead in e ne access and he expansion o digi al paymen me hods, he e-comme ce sec o is g adually g owing,
al hough he Gambia is s ill in i s in ancy. Gi en ha he Wes Coas Region is he mos populous and economically ac i e egion
o he coun y, i can be an a ea o dominance o he g owing e-comme ce (Wo ld Bank, 2020). Social media is among he mos
bene icial pla o ms o ma ke ing and ensu ing ha you po en ial cus ome s will in e ac wi h you digi al asse s, so any business
o mas e digi al ma ke ing o make Gen Z consume s in e ac wi h hem. Due o ecen echnology de elopmen s, he majo i y o
consume s a e now membe s o Gene a ion Z(Dhani Swas i, Ma’ u & Nu , 2025). This gene a ion's inc eased in es men
demons a es a shi in pe spec i e on inancial managemen and in es men , pa icula ly aided by echnological ad ancemen s and
con enien in o ma ion a ailabili y (A mansyah e al., 2023). In Su abaya, one o he bigges ci ies in Indonesia, esea ch by Pase u
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-02, Impac Fac o : 8.048
IJCSRR @ 2025
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4889 *Co esponding Au ho : Eb ima Jabbi Volume 08 Issue 10 Oc obe 2025
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e al. (2023) ound ha social media's in luence and he ease o access o in o ma ion h ough echnology play a signi ican ole in
in es men decisions among gene a ion Z. These ac o s ha e he po en ial o signi ican ly impac people's mindse s and economic
beha io , pa icula ly among gene a ion Z. The in e ne is a ool ha people u ilize o communica ion and in o ma ion access. The
in e ne is quickly becoming one o he mos ex ensi ely used o ms o media among Gambians. The Gambia In e ne Se ice
P o ide s Associa ion (GISPA) p o ided da a ha demons a ed his issue.
Table1. O e iew o Social Media Ma ke ing Adop ion and Use o Connec ed De ices and Se ices in The Gambia (2024–
2025)
To al Popula ion
2.81M
Cellula mobile connec ions
3.15M
Indi iduals using he in e ne
1.52M
Social Media Use
Iden i ies
449 THOUSAND
Yea on Yea
Change
+2.5%
Yea on Yea Change
+4.5%
Yea on Yea Change
+2.5%
Yea on Yea Change
+32.0%
U baniza ion
65.4%
To al s Popula ion 113%
To al s Popula ion 54.2%
To al s Popula ion
16.1%
2025
To al Popula ion
2.79M
Cellula mobile connec ions
3.02M
Indi iduals using he in e ne
1.28M
Social Media Use
Iden i ies
404THOUSAND
Yea on Yea
Change
+2.3%
Yea on Yea Change
+4.3%
Yea on Yea Change
+2.3%
Yea on Yea Change
+11.2%
U baniza ion
64.7%
To al s Popula ion 107%
To al s Popula ion 45.9%
To al s Popula ion
14.4%
Sou ce: www.da a epo al.com
Acco ding o (Adolph, 2016) Social media has signi ican ly changed he ma ke ing en i onmen by enabling s akeholde s and
cus ome s o impac b ands h ough online wo d-o -mou h. To make sense o his ield, esea che s ha e concen a ed on
comp ehending he ex en , cha ac e , and applica ion o social media. They ha e also una oidably a emp ed o in es iga e he
elemen s ha impac usage and he e en ual e ec s o social media use, o bo h businesses and consume s. The Gambia's digi al
popula ion, wi h 2.81 million connec ed de ices, is g owing a 2.5% yea -on-yea . U ban a eas domina e, wi h mobile connec i i y
exceeding he o al. In e ne use s a e 54.2%, and social media usage is 32% in 2024. The Gambia's digi al connec i i y has sligh ly
declined compa ed o 2024, wi h a o al popula ion o 2.79 million connec ed de ices and se ices. Cellula mobile connec ions
ha e dec eased by 4.3%, while in e ne use s ha e dec eased o 1.28 million. Social media use iden i ies ha e d opped, indica ing
po en ial issues wi h access, a o dabili y, o da a accu acy adjus men s. Howe e , he digi al media use base inc eased by 11.2%
be ween ea ly 2024 and ea ly 2025, wi h 30.1% o he popula ion using social media.
To e alua e esponden s' online buying habi s and p oduc eedback p e e ences, a pilo s udy was ca ied ou in Wes Coas Region
he Gambia, wi h a special emphasis on Gen Z cus ome s. 50% o esponden s made 1 o 3 online pu chases, acco ding o he i s
cha , "F equency o Online Pu chases," sugges ing ha he mos ypical ac i i y is occasional shopping. 20% o hose su eyed
said hey had made 4 o 6 online pu chases, and ano he 20% said hey had ne e done so. Only 10% o esponden s made pu chases
mo e han 7 imes, indica ing ha his demog aphic does no o en engage in e y egula in e ne shopping. The "P oduc Ra ing
o Pu chases", which is he second one, shows how in e es ed he esponden s we e in pos -pu chase e iews. I shows ha 25% o
esponden s ga e mode a e a ings (3 o 4 s a s), while 30% o e ed low a ings (1 o 2 s a s). I is in e es ing o no e ha 25% o
cus ome s did no e iew hei pu chases a all, and jus 20% ga e hei goods he highes a ing (5 s a s). These esul s imply ha
many esponden s a e ei he no comple ely in ol ed in a ing beha io o a e unhappy wi h hei pu chases. O e all, he p e-su ey
esul s show ha al hough a sizable pe cen age o Gen Z cus ome s in he sample shop online, he e a e disce nible gaps in consis en
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-02, Impac Fac o : 8.048
IJCSRR @ 2025
www.ijcs .o g
4890 *Co esponding Au ho : Eb ima Jabbi Volume 08 Issue 10 Oc obe 2025
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high-quali y eedback ac i i y, as well as a ia ions in equency and sa is ac ion le els. Consume beha io in ol es making
decisions be o e and a e pu chasing goods and se ices, including esea ch on b ands and p oduc quali y (Kinan i e al., 2024).
Cus ome s seek in o ma ion on quali y once hey unde s and hei needs. In e ne shopping o e s com o and ease, as no ed by
Ko le and A ms ong in Ap iliya (2013).
Table 2. Da a on In luence Ma ke ing on Ins ag am in he Gambia 2025
No
Name
Followe s
ER
Coun y
Top In luence
Po en ial Reach
1
Wha ’s on Gambia
126.6k
2.3%
Gambia
38k
2
BinBuba’s C ea ion
72.5k
0.46%
Gambia
Fashion and AC
Modeling
21.7k
3
Ke Fa ou
63.7k
0.54%
Gambia
Fashion
19.1k
4
Kaddy Joanne Wal on
63.4k
2.5%
Gambia
19k
5
Gambia Talen P omo ion
59.8k
0.54%
Gambia
17.9k
Sou ce: www.s a ngage.com
Acco ding o(Bagus e al., 2024) In luence ma ke ing, a blend o adi ional and digi al ma ke ing echniques, is gaining
popula i y as an online ad e ising medium. I combines con en -d i en campaigns wi h celeb i y endo semen s, enabling e icien
collabo a ion be ween in luence s and companies. Using social media pe sonali ies o inc ease b and isibili y and engagemen ,
in luence ma ke ing is now ecognized as a s a egic echnique in digi al ma ke ing (Su iono e al., 2024). This ac ic makes use o
websi es like Facebook, Ins ag am, TikTok, and YouTube whe e in luence s can connec wi h a wide audience, as explained by
P ase ya e al. (2021). Because hey equen ly ha e de o ed ollowe s who espec hei iewpoin s, hese in luence s a e e y
success ul a p omo ing p oduc s. The Gambia's op i e Ins ag am in luence s in June 2025 a e "Wha 's On-Gambia," "BinBuba's
C ea ion," "Ke Fa ou," "Kaddy Joanne Wal on," and "Gambian Talen s P omo ion." These in luence s ha e a signi ican impac
on Gen Z iewe s, wi h "Wha 's On-Gambia" ha ing 126.6K ollowe s and a 2.3% in e ac ion a e. They ca e o you h- ocused
con en , ashion, modeling, and local en e ainmen , in luencing ends, li es yle, and pu chasing habi s in The Gambia.
Gene a ion Z has a lo o po en ial as consume s, e en hough he majo i y o hem do no ha e hei sou ce o income, bu hey do
ha e a sizable budge . Resea ch suppo s his (G igo e a e al., 2021). Because hey al eady ha e a job o income, membe s o
Gene a ion X and Y make hese pu chases. Businesses mus inno a e and adjus as e-comme ce de elops u he o emain
compe i i e and sa is y he dynamic needs o he online ma ke . As a esul , he quali y o deli e y se ices now plays a majo ole
in e-comme ce pla o m pu chasing decisions, in addi ion o he a ie y o p oduc lis ings and websi e design. Kusumawa dani &
Has ayan i (2020) claim ha logis ics, which includes mo ing i ems om selle o buye , has a big impac on buye con en men
and in en ions o pu chase. Acco ding o (Amaliya e al., 2024) A e he Millennial gene a ion, Gene a ion Z, o simply Gen Z, is
now a majo in luence on how e-comme ce will de elop in he u u e. This g oup is well-known o i s ema kable ap i ude o
na iga ing and succeeding in he digi al sphe e. I is also qui e ac i e in eme ging a eas and has a signi ican in luence on global
e ail ends. Thus, in hei decision-making p ocess, elemen s like shipping cos s, deli e y schedule lexibili y, and deli e y acking
isibili y a e becoming mo e and mo e signi ican (G ewal e al., 2017). E-comme ce success can be signi ican ly impac ed by hese
logis ical ac o s, which can ei he p omo e o discou age in en ions o buy.
Addi ionally, deli e y acking isibili y is a p ac ical conce n ha signi ican ly in luences online buying beha io . Cus ome s om
Gene a ion Z, who a e accus omed o as in o ma ion, also an icipa e his con enience when hey shop. They mus be able o ack
shipmen s in eal ime, ge cons an upda es on he s a us o deli e ies, and p ecisely o ecas a i al ime ames (Rashid & Rasheed,
2024). Acco ding o a McKinsey analysis om 2020, consume s now expec eal- ime acking, and delays o a lack o
communica ion can i i a e hem and possibly o ce hem o back ou o a ansac ion. Gene a ion Z's en i e pu chasing expe ience
is imp o ed by anspa en deli e y, which gi es hem a sense o con ol and us in he selle (Yang e al., 2016). Acco ding o
Wawo un u e al. (2022), Gen Z is he gene a ion o indi iduals ha uses social media and ad e ising he mos . Ins ag am is he
mos popula con en ca ego y among Gen Z, and hey spend an a e age o wo hou s a day on hese si es. Because hey belie e
adi ional ad e ising o be inau hen ic, Gen Z is mo e liable o be pe suaded by social media in luence s and use -gene a ed con en
han by adi ional ad e ising. Memes and in luence ma ke ing a e he e o e good ways o in e ac wi h his gene a ion.
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-02, Impac Fac o : 8.048
IJCSRR @ 2025
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4891 *Co esponding Au ho : Eb ima Jabbi Volume 08 Issue 10 Oc obe 2025
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Au hen ici y, sensi i i y, and aw con en should be gi en op p io i y by b ands hoping o a ac Gen Z. They ough o welcome
use -gene a ed con en and collabo a e wi h con en p oduce s. (Ben Messaoud, 2022) Consume beha io shi s a e a signi ican
elemen in luencing he numbe o people swi ching o online shopping, one ac o in luencing consume beha io is digi al in e ne
ma ke ing, digi al ad e isemen s a e he p ac ice o using social media o p omo e goods o se ices. E-comme ce cus ome s'
shopping decisions a e in luenced by social media ma ke ing, which also aises b and exposu e.
Acco dingly, analyzing he elemen s in luencing Gen Z’s buying beha io will enable e-comme ce companies o adap hei
ma ke ing s a egies acco ding o consume needs and desi es. This s udy will con ibu e o he global discussion abou he in luence
o online ad e ising on business success and consume in e ac ion in de eloping economies, gi en he expansion o he digi al
indus y in The Gambian na ion. The cu en esea ch uses bo h heo e ical amewo ks and ac ual da a o y o o e p ac ical
guidance and ecommenda ions o businesses looking o enhance hei online isibili y and ma ch hei ma ke ing ac ics wi h he
expec a ions and alues o Gen Z.
The e o e, he pu pose o his s udy is o close his gap by examining how social media ma ke ing s a egies in luence Gen Z e-
comme ce pu chasing decisions and b and engagemen in he Wes Coas Region. This esea ch will explo e he e ec i eness o
di e en digi al ma ke ing echniques, such as in luence collabo a ions and in e ac i e con en o a ge ed ad e isemen s, and will
help businesses unde s and which s a egies wo k bes in he Gambian ma ke .
II. LITERATURE REVIEW
Pu chasing Decisions
Acco ding o (Baña es e al., 2022) A cus ome 's chance o buying a pa icula good o se ice is known as hei pu chasing in en ion.
Ma ins e al. (2019), a good pu chase in en ion is associa ed wi h a a o able le el o b and engagemen among consume s. A
cus ome 's likelihood o engaging wi h a p oduc inc ease wi h he le el o mo i a ion hey ecei e o buy i . Ne e heless, no e e y
cus ome is mean o pu chase a b and o a p oduc o he same eason. I is c ucial o unde s and ha a consume 's in en ion o buy
de e mines hei a i ude abou using he p oduc (Pa k, J. & Kim, M., 2016). Among he mos signi ican a iables in luencing
pu chase desi e a e Clien ul illmen (Alnawas & Abu ub, 2016), quali ies o he p oduc as e alua ed (Chen e al., 2017), e ec s
ha a e conside ed (Aziz & Wahid, 2018), ecognized use ulness (Cal o-Po al & Le y-Mangin, 2017), ma ke pe cep ions
(Agmeka e al., 2019), cul u al impac (Rahim e al., 2016), as well as p omo ional endea o s (Choedon & Lee, 2020). This In e ne
was easily accessible o Gene a ion Z as hey g ew up. Compa ed o ea lie gene a ions, hey equen ly spend mo e ime online.
Selle s now ha e excellen chances o connec wi h hem ia a a ie y o online channels. Acco ding o (Adnyana & Iswan o, 2021)
Gene a ion Z is now ecognized as one o he mos impo an consume g oups in his apidly changing digi al age. Membe s o his
gene a ion we e ea ed in a pe iod o as digi al echnology ad ancemen , ha ing been bo n be ween he mid-1990s and he ea ly
2000s. Gene a ion Z has a signi ican impac on p oduc pu chases due o hei high le el o echnology p o iciency. Digi al
ma ke ing is one o he mos powe ul ins umen s o in luencing he pu chasing decisions o Gene a ion Z. Acco ding o
A ms ong (2015), digi al ma ke ing is he e m o sales ac ics ha each a ge audiences h ough digi al channels like social
media, websi es, email, and mobile applica ions. Digi al ma ke ing has a signi ican impac on Gene a ion Z p oduc pu chases;
hus, me chan s mus ully comp ehend his po en ial.
Impulsi e Buying
In a digi al wo ld, Gen Z consume s ha e a a ie y o easons o gene a ing an en i onmen o ad ancemen ha esul s in impulsi e
pu chases. (Hoang & Khoa, 2022). An impulse buy occu s when a buye buys some hing as soon as he sees i . The condi ion is
cha ac e ized by impulsi e beha io , emo ional exci emen , and a lack o sel -con ol when p esen ed wi h a desi ed good o se ice.
The endency o impulsi e pu chases is u he highligh ed by he g ow h o online shopping. Because in e ne buying has low
ba ie s o access, quick s eps, as well as low nega i e en i onmen al e ec s, cus ome s a e mo e likely o make impulsi e pu chases
(Ek S y én e al., 2017). One could sugges ha In e ne buying has expanded he ange o impulsi e pu chases since online e aile s
a e also mo e likely o employ logical p oduc ad e ising s a egies o in luence hei clien s (L. Wu e al., 2020). Acco ding o(Ami
e al., 2024) Change is he one hing ha is consis en in he dis ac ing pe iod ha Gen Z was bo n in o. Knowing how ypical e ail
se ings migh be modi ied o sa is y he needs o a gene a ion ha iews accessibili y as a necessi y a he han some hing o be
desi ed is c ucial. A signi ican componen o cus ome decision-making and pu chase beha io , impulse buying is impo an o
ma ke e s, consume s, and shop p o i abili y. As a esul , businesses mus concen a e on compe i i e ac ics o p omo e impulsi e
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-02, Impac Fac o : 8.048
IJCSRR @ 2025
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4892 *Co esponding Au ho : Eb ima Jabbi Volume 08 Issue 10 Oc obe 2025
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pu chases (I aqullah e al., 2020). Gi en Du e 's (2017) iden i ica ion o Gen Z's need o apid sa is ac ion, i is c i ical o
unde s and he elemen s ha in luence his g oup's impulse buying o pe cei e hei consump ion and pu chasing habi s. Impulsi e
pu chase is he e m o unplanned pu chasing ha is done in eac ion o an ou side s imula ion, like seeing an i em o in e es in he
s o e. (Ayuning yas & I awan, 2021). Ex emely impulsi e shoppe s o en don' conside he po en ial consequences o hei
beha io (Choudha y, 2014). This is because i is simple o make an impulsi e pu chase a he egis e jus o disco e ha he i ems
we e no added o he planned shopping lis . Along wi h ad ancemen s in echnology, consume s now ha e mo e op ions when i
comes o buying. Along wi h physical businesses, he e a e now a lo mo e e-comme ce and online e aile s, which migh make i
simple o people o shop online. Thus, impulsi e pu chasing can be obse ed in bo h online and o line shopping.
Social Media Ad e ising
Social ne wo king is now a i al a ea o ad e isemen g ow h. Bu e en i echnology companies and ad e ise s a e exci ed,
excessi e social media ad e ising could make businesses' messages ge los in he "noise." Because hey wan o s and ou ,
ad e ise s a e now making mo e bold ad e isemen s. These "con o e sial" ad e isemen s, howe e , ha e he po en ial o aliena e
iewe s and make hem s ee clea o ad e isemen s. (Fe ei a e al., 2017). Ad e ising expendi u es on social media pla o ms
ha e inc eased as a esul o consume s' ongoing u iliza ion o hese pla o ms (eMa ke e , 2014). Conce ns ha e been made ha as
social media becomes a mo e popula enue o ad e ising, i s messages can ge abso bed behind he "noise" o pos s, dec easing
he e ec i eness o ads in e ms o al e ing beha io and inc easing sales. Ad e isemen s ha all somewhe e be ween
con o e sial and edgy a e o en he ou come (Chan, Li, Diehl, & Te lu e , 2007; Fogul, 2002). Fo una ely compa ed o adi ional
media ou le s, social media si es p o ide indi iduals mo e in luence ega ding he con en o hei messages (Thacke ay, Neige ,
Hanson & McKenzie, 2008; Mangold & Faulds, 2009; Roehm & Haug ed , 1999). Acco ding o(Alalwan, 2018) Social media is
becoming a mo e popula enue o ad e ising and ma ke ing ope a ions. Ad e ising on social media has cos businesses an
excessi e amoun o ime and esou ces as well as money. Businesses ind i di icul o de elop online ad e isemen s ha
success ully a ac clien s and con ince consume s o pu chase wha hey a e selling. (Kunco o & Kusumawa i, 2021) Nume ous
sleeping p oduc s ha e been de eloped and ma ke ed in Indonesia. One o he main easons why adolescen s pu chase sleeping
d ugs is he wide ange o op ions a ailable, each wi h di e en uses and pu poses. Because consume s oday ha e many op ions
and ac o s o ake in o accoun when selec ing goods and se ices, hey ake se e al ac o s in o accoun be o e pu chasing he
sleeping p oduc s hey equi e and desi e. Unde s anding cus ome p e e ences is so essen ial since hey in luence bo h he choice
o wha o buy and he e ec i eness o he ad e ising s a egy ha will be used.
In luence Ma ke ing
Using social media pe sonali ies o inc ease b and isibili y and engagemen , in luence ma ke ing has eme ged as a s a egic
echnique in digi al ma ke ing (Galdón-Sal ado e al., 2024). This ac ic makes use o websi es like Facebook, Ins ag am, TikTok,
YouTube, and blogs whe e in luence s can connec wi h a wide audience, as explained by (Lou e al., 2023). Because hey equen ly
ha e de o ed ollowe s who espec hei iewpoin s, hese in luence s a e e y success ul a p omo ing p oduc s. In luence
ma ke ing, acco ding o (F & Galih Ginanja Sapu a, 2023), e e s o hose who can change he opinions o hei audiences and
e en ually p omo e he use o p oduc s h ough hei pe sonal b and and an base. Rele ance, expe ise, assis ance, op imism, and
cla i y a e he i e i al quali ies ha Hassan e al. (2021) u he highligh o assess he e icacy o in luence s. These cha ac e is ics
allow in luence s o es ablish in ima e ela ionships wi h audiences, build con idence, and e ec i ely deli e in o ma ion. Acco ding
o(F & Galih Ginanja Sapu a, 2023) Ins ag am social media is used o in luence consume s' decisions o buy, and one ac ic is
in luence ma ke ing. Howe e , he quan i y o in luence s on Ins ag am has inc eased along wi h he pla o m's de elopmen , so
ad e ise s ind i di icul o choose he mos e ec i e in luence s o impac Gen Z's pu chasing habi s. The digi al gene a ion ha
mos equen ly makes pu chases online is Gene a ion Z, which comp ises he as majo i y o The Gambian’s popula ion.
Unplanned o impulsi e pu chases a e a phenomenon ha migh p esen business ac o s wi h a chance o imp o e hei ma ke ing
ac ics and boos e enue.
Concep ual F amewo k
In acco dance wi h he analysis ha was ob ained, he concep ual amewo k o his s udy is as ollows.
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-02, Impac Fac o : 8.048
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III. METHODOLOGY
This s udy employed a quan i a i e explana o y amewo k. I explo ed how social media ad e ising alongside in luence ma ke ing
shapes Gene a ion Z ashion e-comme ce pu chasing choices wi hin he Wes Coas Region o The Gambia, while posi ioning
impulsi e buying beha io as he media ing link. The in es iga ion ea u ed wo independen a iables (social media ad e ising
and in luence ma ke ing), a single dependen a iable (pu chasing decisions), plus one media ing a iable (impulsi e buying), each
cap u ed h ough mul iple indica o s d awn om ea lie alida ed wo k and e alua ed on a i e-poin Like scale ha spans
“s ongly disag ee” o “s ongly ag ee.” The a ge popula ion o his s udy was membe s o Gene a ion Z (bo n 1997–2012) li ing
in he Wes Coas Region o The Gambia, who a e ac i e use s o social media, including Facebook, Ins ag am, and TikTok. Since
he pu pose o he s udy was o in es iga e he ea u es less ela ed o one special y (business o enginee ing) and mo e ela ed o
use s ha ing p e ious e-comme ce expe ience in ashion and being sa is ied wi h hei las pu chase, messages ha e been sen only
o hose who had some le el o amilia i y wi h ashion e-comme ce, a a momen when hey we e conside ed sa is ac o ily aligned.
In o al, 130 esponden s had been accep ed acco ding o he sui abili y wi h he objec i es o he esea ch. Fi s -hand da a we e
ga he ed h ough he use o well-s uc u ed ques ionnai es adminis e ed o esponden s. The alidi y was es ed h ough signi icance
le el, wi h a cu -o o 0.05: all i ems whose p- alue was less han o equal o 0.05 we e alid; eliabili y o he measu es was es ed
by execu ing C onbach’s Alpha ( he minimum accep able alue is 0.6). We used PLS-SEM analysis wi h Sma PLS 4 o analyze
da a, conside ing ha i is app op ia e o small samples and does no equi e dis ibu ional assump ions. The analysis in ol ed wo
phases: he measu emen model, which was implemen ed o es he alidi y and eliabili y o scales, and he s uc u al model, which
was used o es hypo hesis sized ela ionships and assess he p edic i e powe o he esea ch model.
IV. RESULTS AND DISCUSSION
Tabel 3 Ou e Loading
Ma ix
Social Media
Ad e ising (X1)
In luence
Ma ke ing (X2)
Impulsi e
Buying (Z)
Pu cashing
Decision (Y)
X1.1
0,761
X1.2
0,792
X1.3
0,793
X2.1
0,843
X2.2
0,844
X2.3
0,784
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-02, Impac Fac o : 8.048
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Z1
0,828
Z2
0,890
Z3
0,792
Y1
0,813
Y2
0,772
Y3
0,799
Y4
0,780
Sou ce: P ocessing ia Sma PLS (2025)
Based on he esul s o he ou e loading able abo e, all indica o s in he s udied a iable show a ac o loading alue g ea e han
0.5. Fo example, he PD indica o has a alue o 0.813, which a exceeds he limi . A minimum o 0.5 indica es ha his indica o
is alid o measu ing wo k-li e balance. Simila esul s we e ound o o he indica o s, such as SMA (0.793), IM (0.843), and IB
(0.823), all o which demons a e good con e gen alidi y. O e all, all indica o s in he esea ch a iables, such as Social Media
Ad e ing (SMA), In luence Ma ke ing (IM), Impulsi e Buying (IB), and Pu chasing Decision (PD), ha e ac o loading alues
g ea e han 0.5. This indica es ha all indica o s mee he c i e ia o con e gen alidi y and can be conside ed alid as measu es
o he ele an a iables.
Table 4. A e age Va iance Ex ac ed
Ma ix
Impulsi e
Buying (Z)
In luence
Ma ke ing (X2)
Pu cashing
Decision (Y)
Social Media
Ad e ising (X1)
Impulsi e Buying (Z)
0,837
In luence Ma ke ing (X2)
0,621
0,824
Pu cashing Decision (Y)
0,688
0,760
0,791
Social Media Ad e ising (X1)
0,560
0,617
0,655
0,782
Sou ce: P ocessing ia Sma PLS (2025)
Based on he esul s o he disc iminan alidi y es using he Fo nell-La cke C i e ion, all cons uc s in his esea ch model mee
he c i e ia o disc iminan alidi y. This is e idenced by he squa e oo alues o he A e age Va iance Ex ac ed (AVE) o each
cons uc being g ea e han he co ela ion alues be ween cons uc s ound in he co esponding ows and columns. Fo example,
he squa e oo o AVE o he Impulsi e Buying cons uc is 0.837, which is highe han i s co ela ions wi h o he cons uc s such
as In luence Ma ke ing (0.621), Pu chasing Decision (0.688), and Social Media Ad e ising (0.560). Simila ly, he In luence
Ma ke ing cons uc has a squa e oo AVE alue o 0.824, which is g ea e han i s co ela ions wi h o he cons uc s. The e o e,
disc iminan alidi y in his model is ul illed, indica ing ha each cons uc uly measu es di e en concep s and he e is no o e lap
be ween cons uc s in he esea ch model.
Table 5. Resul s Composi e Reliabili y and A e age Va iance Ex ac ed (AVE)
Validi y and Reliabili y
Ma ix
C onbach's
Alpha
ho_A
Composi e
Reliabili y
A e age Va iance
Ex ac ed (AVE)
Impulsi e Buying (Z)
0,787
0,801
0,875
0,701
In luence Ma ke ing (X2)
0,763
0,764
0,864
0,679
Pu chasing Decision (Y)
0,801
0,802
0,870
0,626
Social Media Ad e ising (X1)
0,886
0,892
0,825
0,611
Sou ce: P ocessing ia Sma PLS (2025)
In e na ional Jou nal o Cu en Science Resea ch and Re iew
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The measu emen model in his s udy es s he con e gen alidi y and cons uc eliabili y using he A e age Va iance Ex ac ed
(AVE) and Composi e Reliabili y (CR) app oaches. AVE indica es he p opo ion o indica o a iance explained by he la en
cons uc , whe e a cons uc is said o ha e good con e gen alidi y i he AVE alue exceeds 0.50. Based on he es esul s, he
AVE alues o Impulsi e Buying (0.701), In luence Ma ke ing (0.679), Pu chasing Decision (0.626), and Social Media
Ad e ising (0.611) all exceed his h eshold; hus, i can be concluded ha all cons uc s ha e good con e gen alidi y and hei
indica o s adequa ely explain he la en a iables. Fu he mo e, cons uc eliabili y is es ed using Composi e Reliabili y, which
measu es he in e nal consis ency among indica o s. The CR alues o Impulsi e Buying (0.875), In luence Ma ke ing (0.864),
Pu chasing Decision (0.870), and Social Media Ad e ising (0.825) a e also abo e he minimum h eshold o 0.70, indica ing ha
all cons uc s in his model ha e a high le el o eliabili y and ha he indica o s used consis en ly measu e hei espec i e la en
a iables. Fu he mo e, he eliabili y o he a iables, as measu ed by composi e eliabili y, also indica es ha he indica o s a e
consis en in measu ing he in ended a iables. Gene ally, a composi e eliabili y alue g ea e han 0.7 indica es high consis ency
in measu ing he a iables. The es esul s show ha all a iables, such as Pu chasing Decision(Y), a e consis en . Social Media
Ad e ing (X1), In luence Ma ke ing (X2), and Impulsi e Buying (Z), ha e composi e eliabili y alues g ea e han 0.7, so hey
can be conside ed eliable.
Table 6. C oss Loading Resul s/ La en Va iable co ela ion
Sou ce: P ocessing ia Sma PLS (2025)
The c oss-loading esul s in he able abo e show ha he co ela ion alue o he SMA indica o is 0.761, he SMA2 alue is 0.792,
he SMA3 alue is 0.793, and he Z alue is 0.890, which indica es a highe co ela ion alue compa ed o he co ela ion alues o
o he indica o s (such as IM, IM, PD1, and so on). Likewise, o he indica o s, such as X2, and Y1 ha e highe co ela ion alues
wi h hei espec i e a iables. compa ed o he co ela ion alues o he indica o s agains o he a iables. Thus, all a iables mee
he c i e ia o good disc iminan alidi y, whe e each indica o shows a s ong ela ionship wi h he measu ed a iable, and he e
is no signi ican o e lap be ween a iables.
Ma ix
Social Media
Ad e ising (X1)
In luence
Ma ke ing (X2)
Impulsi e
Buying (Z)
Pu cashing
Decision (Y)
X1.1
0,761
0,452
0,326
0,449
X1.2
0,792
0,432
0,533
0,464
X1.3
0,793
0,555
0,434
0,608
X2.1
0,599
0,843
0,546
0,624
X2.2
0,458
0,844
0,474
0,642
X2.3
0,464
0,784
0,515
0,612
Z1
0,469
0,475
0,828
0,574
Z2
0,479
0,624
0,890
0,642
Z3
0,460
0,445
0,792
0,503
Y1
0,588
0,582
0,569
0,813
Y2
0,500
0,582
0,529
0,772
Y3
0,493
0,650
0,601
0,799
Y4
0,491
0,588
0,472
0,780
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
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Figu e 2 Boo s apping Resul
Sou ce: Sma PLS Da a P ocessing 2025
Tes ing o he s uc u al model is conduc ed by examining he R-Squa e alue, which se es as a goodness-o - i es o he model.
The inne model assessmen can be seen om he R-Squa e alues in he equa ions be ween la en a iables. The R-Squa e alue
explains he ex en o which he exogenous (independen ) a iables in he model a e able o explain he endogenous (dependen )
a iables. The ollowing a e he esul s o he inne model es in his s udy.
Table 7. R Squa e Resul s
Ma ix
R Squa e
R Squa e Adjus ed
Impulsi e Buying (Z)
0,436
0,427
Pu chasing Decision (Y)
0,681
0,673
Sou ce: Sma PLS Da a P ocessing 2025
Based on he es esul s, i is known ha he R-Squa e alue o he Pu chasing Decision (Y) a iable is 0.681, which means ha
he exogenous a iables in he model (Social Media Ad e ising and In luence Ma ke ing) a e able o explain 68.1% o he a ia ion
o changes in he Pu chasing Decision a iable, while he emaining 31.9% is explained by o he a iables ou side his model.
The e o e, he s uc u al model in his s udy has a ai ly good le el o explana ion o he Pu chasing Decision a iable, as mo e
han hal o he a ia ion can be accoun ed o by he cons uc s included in he model.
Hypo hesis Tes ing
In hypo hesis es ing he e a e wo es s, namely di ec in luence and indi ec in luence es s.
