The rapid growth of social commerce has made platforms like China's TikTok (Douyin) a crucial element in impulsive buying. This study analyses influencer endorsements, scarcity appeal, and social proof to determine how social and cognitive factors affect TikTok's impulsive purchases. Influencer endorsements' credibility and parasocial links encourage spontaneous shopping. Scarcity, such as limited-time offers or low-stock notices, creates urgency and prompts action. The herd mentality idea underpins social proof through user reviews, likes, and live-stream audience participation. This study will examine these metrics to reveal the psychology and social aspects that influence virtual market customer impulsivity. The findings will help marketers and platform developers enhance engagement and conversion rates by expanding knowledge of e-commerce strategies and customer behaviour.