With the emergence of TikTok in today’s age with Generation Z as its prime users, scholars have found its significant influence on consumer immediate buying behavior. This study aims to help businesses to understand how the TikTok platform will be utilized as a medium that could create a significant impact on the consumers buying behavior at this time when social media marketing is emerging. Consequently, this study investigated factors such as content quality, visual appeal, perceived interactivity, and user engagement influencing consumer immediate buying behavior on short video marketing on TikTok. This research benefits the entrepreneurs, marketers, academic community, and research literature by identifying the factors influencing the immediate buying behavior among Generation Z consumers and determining the mediating role of user engagement. In meeting the objectives of this study, the researchers collected data through an online survey. Survey forms were disseminated across digital platforms such as Facebook and Messenger. The participants in the study consisted of TikTok users aged 18 to 25 residing in Iligan City. The sample size totaled 382 individuals, evenly split between 191 males and 191 females with n=50% for both gender. In this study, causal and correlational designs were utilized. The study’s findings emphasized that content quality, visual appeal, and perceived interactivity were all significant factors in influencing user engagement, so does user engagement to consumer impulsive buying behavior. The result indicated that in order to boost user engagement and trigger immediate buying behavior, businesses must pay attention to said factors. The study also found that the relationship between user engagement and immediate consumer buying behavior is moderated by gender. The findings provide implications for marketers to leverage TikTok's ability to drive immediate purchase behavior among Gen Z in the Philippine context and globally, as well as insights on how gender influences purchasing decisions, particularly in the online shopping context. 

• user engagement

• consumer impulse buying behavior

• short video marketing

• content quality

• visual appeal

• perceived interactivity 

• TikTok