Driven by technology and globalisation, consumers are switching from physical to online shopping, with the growth of social commerce being foreseeable. Impulse buying behaviour contributed to a big percentage of ecommerce. The study adapted the stimulus-organism-response (SOR) model with the internal stimuli (emotion) and external stimuli (social influence) being the independent variables. The study aimed to contribute theoretically to the stimulus-organism-response (SOR) model with the introduction of psychological and demographic factors (perceived trust and cultural dimension) as moderating effects, while also contributing practically to e-retailers and marketers with insights into the key stimulus affecting consumers’ behaviour for strategic marketing. The study has contributions to academicians, and practitioners. Academically, the conceptual research framework contributes to the impulse buying and consumer behaviour literatures by taking into consideration SOR model, psychological and demographic factors. Practically, by focusing on the important factors affecting consumer’s impulse buying behaviour, practitioner can develop effective marketing strategies.