TikTok and Consumer Psychology: How Short Videos Influence Impulse Buying

TikTok has rapidly become one of the most influential short video platforms worldwide, especially among young adults. Its algorithm-driven content delivery and emotionally engaging media environment have created new pathways for psychological influence and consumer persuasion. This study investigates how TikTok's short videos shape users' engagement patterns and impulse buying behavior. Drawing on Uses and Gratification Theory and Social Learning Theory, the research proposes an integrated framework linking emotional involvement, observational learning, motivational engagement, and impulsive consumption. This study adopted a quantitative research approach, consisting of a quantitative survey of more than 150 TikTok users aged over 18. Correlational and regression analyses of the survey data revealed that emotional gratification and social learning are significant predictors of impulse buying. The findings highlight the convergence of entertainment and commerce within short video platforms and contribute to a deeper understanding of media psychology in digital consumption contexts.