SHORT VIDEO AND THE COSMETICS CONSUMER BEHAVIOR OF GENERATION Z: THE ROLE OF TRUST AND BRAND LOVE

This study examines the influence of short-form video content on Generation Z consumer behavior in the cosmetics industry, with a particular focus on the mediating roles of brand trust and brand love. Short-form video content is conceptualized as a multidimensional construct reflecting key attributes commonly embedded in digital beauty communication. Data were collected from 348 Generation Z consumers who actively engage with cosmetics-related short-form video content and analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate that short-form video content has significant positive effects on brand trust, brand love, and consumer behavior. In addition, brand trust positively influences both brand love and consumer behavior, while brand love further strengthens consumer behavioral responses. These results highlight the important role of short-form video content in shaping both cognitive and emotional brand relationships, ultimately driving favorable consumer behavior among Generation Z. The study provides practical insights for cosmetics brands seeking to enhance the effectiveness of their digital content strategies in an increasingly competitive and experience-driven market.