The Effect of viral marketing and influencer credibility on impulsive buying, with positive emotion as a mediator, among Gen Z Tiktok users in Sidoarjo
DOI:
https://doi.org/10.52300/grow.v12i1.26748Keywords:
Viral Marketing, Influencer Credibility, Positive Emotion, Impulsive BuyingAbstract
TikTok has become a prominent digital marketing platform influencing Generation Z’s purchasing behavior through viral content, influencers, and shopping features. This study examines the effects of viral marketing and influencer credibility on impulsive buying, with positive emotion as a mediating variable. A quantitative approach was employed using data from 190 Generation Z TikTok users in Sidoarjo, analyzed with SEM-PLS. The findings reveal that viral marketing and influencer credibility positively influence impulsive buying, both directly and indirectly through positive emotion. These results highlight the important role of emotional responses in shaping consumer decision-making and digital purchasing behavior on social media platforms.
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