Social media has turned out to be deeply embedded into the lives of Indonesian consumers, and it has become an essential strategic approach for businesses to build a presence in social media to avoid losing valuable opportunities and failing behind competition. Many studies have utilized the S-O-R model and discovered that social media advertising is a stimulus that arouses perceived enjoyment as an organism, and further influences the behavioral response of impulse buying. A great deal of studies on social media and impulse buying have already been conducted in many countries, in a variety of settings and industries.