Influencer promotional codes’ impact on returns - A trigger for impulse buying behaviour

Sammanfattning: The aim of this research was to explore if the effect of impulse buying on returns is impacted by social media and the usage of influencer promotional codes. Moreover, to explore what possible managerial implications there are for clothing retailers in relation to their returns management processes and influencer promotional activities on social media. The study was conducted through a quantitative approach based on an analytical survey targeting millennials. It can be concluded that impulse buying behaviour amongst millennials does increase the incentives to returns. It has also been shown that social media in general affects the return behaviour amongst millenials to a greater extent than influencer promotional codes. Simultaneously, influencer promotional codes were shown to have a slightly higher perceived impact on impulse buying behaviour than social media. This highlights that high returns frequency is more than just a post-purchase issue. Thus, firms could benefit from looking over their social media and marketing strategies in an attempt to decrease the number of returns, where both financial and environmental advantages can be reaped.