Main Article Content


The continuous growth of social media platforms in the market has influenced the consumption of different products and services. The proliferation of short user-generated videos, such as TikTok’s Shopee Finds was hypothesized to influence impulsivity among young consumers. This study employed a descriptive survey administered online to 200 Generation Z respondents. Descriptive and inferential statistics were used to analyze the data. The findings revealed that TikTok’s Shopee Finds moderately influenced the Pure Impulse and Suggested Impulse Buying behaviors of the respondents. Moreover, it highly influenced the Reminder Impulse and Planned Impulse Buying behaviors of the respondents. There is no sex difference in the impact of the marketing videos on the impulsive behavior of the respondents. The preliminary findings entail further opportunities for businesses and enterprises to optimize their marketing efforts using social media platforms and increase the awareness of Generation Z consumers about their impulsive buying tendencies.

Article Details

How to Cite
Barcelona, A. B., Angeles, R. J. G., Clemente, C. A., Dela Cruz, S. R. B., Malimban, R. L. O., Santos, J. E. G., & Tan, J. C. D. (2022). #Budolfinds: The Role of TikTok’s Shopee Finds’ Videos in the Impulsive Buying Behavior of Generation Z Consumers. International Journal of Multidisciplinary: Applied Business and Education Research, 3(11), 2316-2328.


Adamczyk, A. (2021). Here’s why you probably bought something you saw on TikTok.
Braverman, B. (2019). Men spend more on impulse buys than women. Here are 6 ways to break the habit.
Berthiaume, D. (2019). Study: Gen Z, millennials have different shopping habits.
Bewicke, H. (2021). Gen Z consumer behavior: What you need to know?
BMPlus (2020). Shopee creates new shopping experience for consumers, entrepreneurs.
BMPlus. (2021). TikTok: Shoppertainment to dominate purchase trends for Mega sales season in Philip-pines.
Brewis, D. (n.d.). What generation Z expects from the online retail experience.
CGS. (2021). Gen Z leads changing consumer shopping habits, motivations.
Check J. & Schutt R. K. (2012). Survey research. In: J. Check, R. K. Schutt., editors. Research methods in education. Thousand Oaks, CA: Sage Publications; 2012. pp. 159–185
Doyle, B. (2021). TikTok statistics-updated June 2021.
Dutta, T. & Mandal, M. (2018). Neuromarketing in India: Understanding the Indian consumer. 1st Edition.
Dynamicweb Software. (n.d.). The impulse for e-commerce, pt. 1: What is impulse buying and who does it?
Francis, T & Hoefel, F. (2018,). ‘True Gen’: Generation Z and its implications for companies.
Global Web Index. (2021). Gen z observing the latest trends on Gen Zs.
Holland, C. (2021). 'Thrifting as a lifestyle': Generation Z are the No. 1 contributors to thrift store growth.
In-Cosmetics. (2020). Gen Z: What do they look for in personal care & beauty products? | Road to in-cosmetics Asia.
Janio Asia. (2021). What's driving e-commerce in the Phil-ippines.
Janio Asia. (2021). Who are the Philippines' online shoppers?
Kaulfuss, S. (2021). TikTok in 2021: Rethinking consumer engagement in the age of digital saturation.
Kemp, S. (2021). Digital 2021: The Philippines. Retrieved from
Kemp, S. (2021). Half a Billion Users Joined Social in the Last Year (And Other Facts). Retrieved from
Koh E., Owen W. (2000). Descriptive research and quali-tative research. Introduction to nutrition and health research. Springer, Boston, MA.
Liao, S., Shen, Y., & Chu, C. (2009). The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behavior.
Lundstorm, K. (2021). Nearly half of TikTokers are buying staff from brands they see on the platform.
Malpass, R. (2021). Impulse buying: Why customers make impulse purchases & what it means for stores.
Oxford Business Group. (2020). Is the heightened demand for Eecommerce in the PH here to stay?
Piron, F. (1991). Defining impulse purchasing.
Pradhan, D., et al. (2018). Materialism and compulsive buying behavior: The role of consumer credit card use and impulse buying.
Shapiro, J. (2015). Impulse buying: A new framework.
Statista (2021). E-commerce in the Philippines-statistics & facts.
Statista (2021). Share of e-commerce activities internet users in the Philippines Q3 2021.
Statista(2022). TikTok user ratio in the U.S. 2021 by age group.
Stern, H. (1962). The significance of impulse buying To-day.
TikTok For Business (2021). Study shows TikTok drives greater audience engagement.
Veem, S. (2019). All about the generation z consumer.
Zhao, Y., Li, Y., Wang, N., Zhou, R., & Luo, X. (2021). A meta-analysis of online impulsive buying and the moderating effect of economic development lev-el. Information System.