Customers’ impulse buying in social commerce: The role of flow experience in personalized advertising

One of the advantages using social commerce, especially Instagram, is display paid advertisement that are in accordance with consumer preferences or also called personalization. Previous study on effectiveness personalized advertising still shows mix result both positive and negative. Based limitations previous research, focus this research to examine analyze influence value which then affects impulse purchases commerce flow experience as moderation. This survey method 157 active Instagram user. The findings show have positif affect encourage buying. Then found strengthen effect indicates when user has fully involved, happy, excitement media, receive personalize match their preference will