Artificial Intelligence and Social Media Induced Impulsive Buying Behavior of Facial Cosmetic Products Among Women: A Conceptual Review

Artificial Intelligence, Social Media, Impulsive Buying Behavior, Facial Cosmetics, Women, Influencer Marketing, Augmented Reality.

The emergence of AI technologies and social media has resulted in a highly advanced digital environment that constantly encourages women to make unexpected purchases of facial cosmetics. The present conceptual review focuses solely on studies listed in Scopus. Twelve empirical and review studies were selected, conducted between 2021 and 2025, and fall into six main theoretical paradigms, namely, the Stimulus-Organism-Response (SOR) theory, the TAM theory, the ELM theory, the CAB theory, Flow theory and Para-social Interaction theory. Besides, a critical commentary on the strong sides, weaknesses and gaps of each reviewed study has been provided. A Systematic Literature Review table based on SLR standards has been included. In addition, the paper develops a unified conceptual framework showing how AI-stimuli, including algorithmic curation, AR-enables product try-on, personalized recommendations, and targeted ads, are filtered by women’s internal psychological state, such as excitement, FOMO, hedonistic motivations, poor self-control, and lead to spontaneous purchase decisions.