INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY: APPLIED BUSINESS AND EDUCATION RESEARCH 2022, Vol. 3, No. 11, 2316 – 2328 http://dx.doi.org/10.11594/ijmaber.03.11.18 How to cite: Barcelona, A. B., Angeles, R. J. G., Clemente, C. A., Dela Cruz, S. R. B., Malimban, R. L. O., Santos, J. E. G., & Tan, J. C. D. (2022). #Budolfinds: The Role of TikTok’s Shopee Finds’ Videos in the Impulsive Buying Behavior of Generation Z Consumers . International Journal of Multidisciplinary: Applied Business and Education Research. 3 (11), 2316 – 2328. doi: 10.11594/ijmaber.03.11.18 Research Article #Budolfinds: The Role of TikTok’s Shopee Finds’ Videos in the Impulsive Buying Behavior of Generation Z Consumers Alvin B. Barcelona*, Rhea Jane G. Angeles, Carmhiella A. Clemente, Sam Rhoy B. Dela Cruz, Renoa Lorraine O. Malimban, Jean Erika G. Santos, Jian Carlo D. Tan College of Business and Administration, Dr. Yanga’s Colleges, Inc., Philippines Article history: Submission October 2022 Revised November 2022 Accepted November 2022 ABSTRACT The continuous growth of social media platforms in the market has influenced the consumption of different products and services. The proliferation of short user-generated videos, such as TikTok’s Shopee Finds was hypothesized to influence impulsivity among young con- sumers. This study employed a descriptive survey administered online to 200 Generation Z respondents. Descriptive and inferential statistics were used to analyze the data. The findings revealed that TikTok’s Shopee Finds moderately infl uenced the Pure Impulse and Suggested Impulse Buying behaviors of the respondents. Moreover, it highly influenced the Reminder Impulse and Planned Impulse Buying behaviors of the respondents. There is no sex difference in the impact of the marketing videos on the impulsive behavior of the respondents. The preliminary findings entail further opportunities for businesses and enterprises to optimize their marketing efforts using social media platforms and increase the awareness of Generation Z consumers about their impulsive buying tendencies. Keywords: Generation Z, Impulsive Buying Behavior, TikTok’s Shopee Finds’ Videos, User-Generated Contents (UGCs) *Corresponding author: E-mail: alvin.barcelona@dyci.edu.ph barcelona.ab@pnu.edu.ph Introduction The internet has revolutionized many fac- ets of life. People can now communicate virtu- ally, interact in a simulated universe, and do in- numerable things with a few simple clicks. In fact, Hootsuite's Digital report shows that ap- proximately 79.7 million Filipinos spend an av- erage of 10 hours and 56 minutes a day on var- ious websites and social media platforms. This empirical evidence proves that these innovations are no longer inclinations but una- voidable multidisciplinary tools for daily living. Significantly, among the social media platforms today, TikTok is the fastest-growing and mostly utilized in the Philippines (Kemp, 2021). TikTok is a social media platform launched in 2016 by the Chinese start-up company ByteDance. It allows users to watch, share, and