Abstract:
Social media growth has accelerated and increased significantly over years and billions of people worldwide
use internet on daily basis for variety of purposes. TikTok is the most popular social media platform with a
video content component. This study attempts to explore how user-generated content on TikTok influence
impulsive buying behavior of generation Z consumers in the Sri Lankan cosmetic industry. The study evaluates
five key dimensions of TikTok user- generated content such as: informativeness, entertainment, authenticity,
interestingness and usefulness to determine their impact on the dependent variable, impulsive buying behavior.
Based on a quantitative approach, the data will be gathered by employing a structured questionnaire among 200
generation Z TikTok users of Sri Lanka based on convenience sample method. SPSS will be used for statistical
analysis to examine correlations, regression among the study constructs. The findings of this study will
contribute to filling the research gap in Sri Lankan context by addressing behavioral responses of digitally active
generation Z consumers toward user-generated content in the cosmetic industry. Practically, these results will
provide valuable insights for beauty brands, marketers, and content creators who seek to effectively engage
with generation Z consumers and drive impulsive purchases in a dynamic digital marketplace.
