Effect of short videos on impulse buying of organic makeup
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Abstract
Compulsive buying in digital environments is an increasingly common phenomenon, driven in particular by the consumption of short videos on social media. By combining entertainment and recommendations, this content can stimulate unplanned purchasing decisions, even in categories related to sustainable consumption.
The aim of this research was to analyze how immediate gratification and surprise influence the compulsive purchase of organic makeup promoted on digital platforms. An exploratory and quantitative approach was applied to 343 young people from Generation Z, using the PLS-SEM technique to evaluate the results.
The findings reveal that the emotions triggered by short videos drive the purchase of eco-friendly products not only for their environmental value, but also for the pleasure and novelty they convey. Surprise was identified as the most decisive factor in the purchase decision, while immediate gratification reinforces the desire to consume quickly and emotionally.
These results offer valuable implications for sustainable cosmetics brands and digital marketing professionals, highlighting the importance of designing audiovisual strategies that channel purchasing impulses toward more conscious and responsible consumption.
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Jeniffer Paola Paladines-Arellano, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0009-9261-0706
My name is Jeniffer Paola Paladines Arellano, and I am an eighth-semester marketing student at the Technical University of Machala. During my studies, I have acquired knowledge in areas such as digital marketing, branding, and consumer behavior. In addition, I have developed projects and internships in which I have put into practice what I have learned each semester, appropriately applying the formulation of marketing strategies.
Mayra Yamileth Vásquez-Marín, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0008-0790-4498
My name is Mayra Yamileth Vásquez Marín, and I am an eighth-semester marketing student at the Technical University of Machala. During my studies, I have acquired knowledge in areas such as digital marketing, branding, and consumer behavior. In addition, I have developed projects and internships in which I have put into practice what I have learned each semester, appropriately applying the formulation of marketing strategies.
Lorenzo Bonisoli, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0008-0790-4498
Full professor at the Technical University of Machala since 2013, PhD in Philosophy (Università Cattolica di Milano - Italy) in 2002, Master of Business Administration (Cranfield University - UK) in 2011 and PhD in Economic Sciences (University of Almería - Spain) in 2020. Research areas: Sustainability, Microeconomics, Sustainable Agriculture and Development, Strategic Marketing, Sustainable Marketing.
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