<![CDATA[The growth of social commerce via TikTok has transformed how people purchase beauty products. This study examines the influence of flash sales and content marketing on impulse buying, with Fear of Missing Out (FoMO) serving as a mediating factor between these variables among buyers of Facetology products on TikTok. Employing a quantitative, explanatory research design, the study utilized purposive sampling to select participants and gathered data through online questionnaires. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 4 software. The results indicate that flash sales and content marketing have a positive and significant impact on both FoMO and impulse buying. FoMO exerts a positive and significant influence on impulse buying and significantly mediates the effects of flash sales and content marketing on impulse buying. Furthermore, FoMO emerged as the most influential factor regarding the likelihood of consumers making impulse purchases. The study demonstrates that digital marketing strategies—specifically flash sales and content marketing—successfully drive impulse buying, both directly and through the mediating role of FoMO.]]>
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