Assessing the Impact of Digital Celebrities and Content Marketing on TikTok's Impulse Purchases in Lampang, Thailand

Background and Aim: This study explores the influence of digital celebrities and content marketing on impulse purchases through TikTok Shop in Lampang, Thailand. It focuses on Generation Z's interaction with TikTok and investigates the role of digital celebrity post authenticity, advertisement content, content marketing, and social influence on impulsive buying behaviors. Materials and Methods: The research employed quantitative methods, using an online questionnaire with a sample size of 400 Generation Z individuals in Lampang Province. Statistical analyses included descriptive statistics, correlation, and multiple regression. Results: The findings indicated a significant positive relationship between digital celebrity post authenticity, advertisement content, content marketing, social influence, and impulsive purchasing behaviors in Generation Z. These factors accounted for a substantial variance in impulse buying behavior. Conclusion: The study concludes that digital celebrities, authentic content, and content marketing significantly impact the impulsive purchase behaviors of Generation Z in the context of TikTok Shop. This offers valuable insights for marketers and advertisers targeting this demographic.