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Abstract

The development of digital transformation alongside social media has contributed to a rise in herd buying behaviour, particularly among young consumers born after 1995. Rooted in the Stimulus-Organism-Response (S-O-R) framework, this study evaluates the roles of electronic word-of-mouth, spokesman credibility, and user-generated content as environmental stimuli influencing consumer herd behavior, which in turn leads to a response in online purchase intention. The study employed a convenience sampling method to survey 310 social media users and applied structural equation modeling to validate the proposed hypotheses. Empirical findings suggest that electronic word-of-mouth and spokesman credibility have a significant impact on consumer herd behavior. Furthermore, user-generated content not only exerts a direct impact but also plays a moderating role in the relationships among the related variables. Based on these findings, the study reinforces the applicability of the S-O-R framework in the context of e-commerce. It proposes several practical implications to assist businesses in optimizing their strategies for approaching this younger generation of consumers