TIKTOK, SHORT-FORM VIDEO AND GEN Z PURCHASE INTENTION: THE CASE OF THE NIGERIAN BEAUTY AND FASHION INDUSTRY

The increasing use of TikTok and short-form video content has changed how beauty and fashion businesses communicate with young consumers. This study examined TikTok, short-form video and Gen Z purchase intention: The case of the Nigerian Beauty and fashion industry. A cross-sectional survey research design was adopted, and data were collected from 286 Generation Z TikTok users using a structured questionnaire. Data were analysed using Pearson Product Moment Correlation and Multiple Regression Analysis with SPSS Version 26 at the 0.05 level of significance. The findings revealed that TikTok marketing and short-form video content have significant positive influences on Generation Z purchase intention. Short-form video content recorded a stronger influence than TikTok marketing. The study concludes that effective TikTok marketing and engaging short-form videos can stimulate Generation Z purchase intention toward beauty and fashion products in Nigeria. It recommends that beauty and fashion businesses should improve their TikTok presence and create attractive, informative and engaging short-form video content.