The Influence of Social Media on Gen-Z’s Impulsive Buying of Cosmetics

Abstract

This study aims to analyze the influence of social media marketing on Generation Z consumers’ impulsive buying behavior in cosmetic products using the Stimulus–Organism–Response framework. The research method employed is qualitative descriptive through a literature review based on scholarly articles. The findings reveal that stimuli in the form of social media content, including brand-generated content, targeted ads, influencer marketing, and user-generated content, exert different effects on consumer organisms such as emotions, perceptions, and motivations. Influencer marketing and user-generated content are identified as the most dominant stimuli due to their perceived authenticity and relatability among Gen-Z. These factors trigger positive emotional responses such as enthusiasm, curiosity, and the fear of missing out, ultimately leading to impulsive buying behavior. This study contributes theoretically by extending the application of the Stimulus–Organism–Response model in digital marketing contexts, and provides practical insights for cosmetic brands to design marketing strategies that are more ethical, effective, and sustainable.