Investigating Dark Patterns on Social Media: Implications for User Engagement and Impulse Buying Behavior

With the increasing use of social media and the proliferation of digital applications, dark patterns have become a significant concern due to their potential impact on user behavior. These patterns aim to influence user engagement and impulse buying in ways that are often subtle and undesired. Despite the importance of this issue, there is a lack of research examining the effects of dark patterns on engagement and impulse buying behavior, particularly in the Middle East. This study investigates key factors associated with dark patterns on social media that impact user engagement and influence impulse buying behavior. A Google Forms survey was conducted with 492 participants from PSUT in Jordan, and SEM was employed for hypothesis testing. The study found that time, effort, pleasure, and social acceptance significantly positively influence user engagement, while non-routine behavior exerts a negative influence. Furthermore, engagement demonstrated a significant positive effect on impulse buying behavior. Marketers should prioritize genuine connections and ethical practices to maintain trust and respect user autonomy. Dark patterns can erode trust and harm long-term relationships, emphasizing the need for transparency, social proof, and ethical data handling. This research addresses a significant gap in understanding the influence of dark patterns on consumer behavior.