Assessing the Relationship Between the “Budol” Phenomenon and Impulse Buying Behavior: Post-Purchase Effects on Consumer
DOI:
https://doi.org/10.54536/ajebi.v5i1.7429Keywords:
Budol Phenomenon, Impulse Buying Behavior, Post-Purchase EffectsAbstract
The study examines the link between the “Budol” phenomenon and the impulsive consumption behavior exhibited by young consumers for the purpose of understanding its influence on purchasing decisions. The “Budol” phenomenon, often driven by social media trends, influencer marketing, and promotional content, may encourage unplanned and emotional purchases. This study is conducted to assess the level of exposure of young consumption to the “Budol” phenomenon and to describe its effects on their impulse buying behavior and overall spending patterns. The respondents of this study are young consumers 14-29 years old residing in Marikina City. The selected participants provide a localized context in examining how the “Budol” phenomenon influences the purchasing decisions and spending behavior of youth within the area. Based on the results, exposure to “budol” content influences young Filipino consumers living in Marikina City by increasing their awareness of products, guiding their purchasing decisions, and shaping their online shopping habits, while occasionally causing post-purchase regret.
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Copyright (c) 2026 Bacay Erika, Roquelara Deniz Aeisha, Manlunas Catriona Aryanna, De Felix John Peter, Faustino Ralph Lizandrey, Ramos R-Jay
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