Conceptual Paper on The Impact of TikTok User – Generated Contents on Generation Z’s Impulsive Buying Behavior with the Mediating Role of Perceived Credibility in Sri Lankan Cosmetic Industry

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.