<![CDATA[Purpose – This study aims to examine the effects of TikTok marketing videos, electronic word of mouth (E-WOM), and brand image on Generation Z’s purchase intention toward Camille Beauty face masks. Design/Methodology/Approach – This study employed a quantitative explanatory research design to test causal relationships among the variables. Data were collected through Likert-scale questionnaires from 180 Generation Z consumers who were familiar with Camille Beauty’s TikTok content, selected using a purposive sampling technique. The data were analyzed using multiple linear regression with IBM SPSS Statistics version 29. Findings – The results indicate that TikTok marketing videos, electronic word of mouth (E-WOM), and brand image each have positive and significant effects on Generation Z’s purchase intention. These findings suggest that engaging digital content, credible online consumer information, and a strong brand image are important factors in influencing purchase decisions within the competitive skincare market. Originality/Value – This study contributes to the digital marketing and consumer behavior literature by integrating social media marketing, electronic word of mouth, and brand image into a single model within the context of a declining market leader in the skincare industry. The findings provide practical insights for beauty brands in optimizing digital content strategies, strengthening online credibility, and maintaining competitive brand positioning among Generation Z consumers.]]>
