"A qualitative study of aggressive marketing on social media and its impact on consumers’ emotions and impulse buying in the fashion industry"As social media becomes an increasingly integrated part of everyday life, marketing tactics have evolved to influence consumer behavior more effectively. This study aims to deepen the understanding of how aggressive marketing within the fashion industry on social media platforms affects consumers' emotional responses. It also examines how such tactics influence their tendency to make impulse purchases. Specifically, the study explores how tactics that induce urgency and scarcity, such as time-limited offers and exclusive discounts activate psychological mechanisms like loss aversion and FOMO (fear of missing out).To address the research aim, qualitative, semi-structured interviews were conducted in two stages with participants from various demographic backgrounds, all of whom had experience with impulse buying via social media. The first interview took place in real time, immediately after an impulse purchase, to capture initial emotional reactions. The second was conducted after the product was delivered, to explore how perceptions and emotions evolved over time.The findings reveal that emotional factors often outweigh rational considerations in the decision-making process. Impulse purchases were frequently driven by a fear of missing out rather than genuine need, supporting theories of loss aversion. The study highlights how aggressive marketing on social media effectively taps into consumer emotions to drive impulse buying, raising ethical concerns regarding sustainable marketing practices.