Boredom, a ubiquitous emotion, has garnered extensive research attention in digital communication and business, yet remains underexamined in the context of social commerce (s-commerce). This dissertation, comprising three studies (with studies 2 and 3 extending the first), aimed at comprehensively understanding the role of boredom in s-commerce and its implications for consumer behavior. The first study employs grounded theory, reviewing 103 studies to construct an inductive framework identifying five key building blocks. It highlights boredom as stemming from individual, situational, and mismatch factors, influencing individuals to seek stimulation from s-commerce, yielding both positive and negative outcomes. The study suggests constructive intervention strategies for positive development and market performance in s-commerce. The second study investigates the interaction between boredom and impulse buying behavior, considering the influence of consumer personality and external s-commerce stimuli. Analyzing data from New Zealand consumers (n=243) with SmartPLS, findings reveal that boredom, influenced by personality, triggers impulse buying. Among s-commerce stimuli social value positively moderates the boredom-impulse buying relationship, while atmosphere shows a negative moderation effect, and price offering is found to be insignificant. The third study explores the potential link between boredom and consumer brand-cyberbullying (CBCB) in s-commerce. Analyzing data from New Zealand consumers (n=253) with SmartPLS, it establishes that boredom, influenced by personality factors, motivates CBCB behavior. Also, this relationship is positively moderated by s-commerce stimuli. This research provides valuable insights for academics, policymakers, and marketers seeking to understand and address the complexities of bored consumers in the evolving landscape of s-commerce.