Panasea, I.G.N.O., Sawitri, N.L.P.W., Darmantara, M.S. and Suantari, N.P.R. 2025. How positive emotion shapes the effect of price discounts and E-WOM on online impulsive buying: Evidence from Generation Z. International research journal of management, IT and social sciences. 13, 1 (Dec. 2025), 1–12. DOI:https://doi.org/10.21744/irjmis.v13n1.2578.