THE ROLE OF FEAR OF MISSING OUT IN LINKING SOCIAL MEDIA MARKETING ACTIVITIES TO GEN Z PURCHASE DECISIONS OF ERIGO PRODUCT

Abstract

The rapid growth of social media has transformed consumer behavior, with Social Media Marketing Activities (SMMA) emerging as a critical strategy for influencing purchasing decisions. This study investigates the impact of SMMA on consumer purchase decisions, emphasizing the mediating role of Fear of Missing Out (FoMO). SMMA dimensions such as entertainment, interaction, trendiness, customization, and word-of-mouth are examined to understand how they stimulate consumers’ psychological responses. FoMO, a pervasive phenomenon in digital culture, is proposed as a mediating factor that heightens consumers’ urgency and desire to engage in purchase behavior. Using a quantitative approach with survey-based data collection, the findings indicate that SMMA significantly enhances purchase decisions both directly and indirectly through FoMO. The results highlight that FoMO serves as a psychological bridge, amplifying the persuasive power of SMMA and accelerating consumers’ decision-making processes. This study contributes to the literature on digital marketing and consumer psychology by demonstrating the pivotal role of FoMO in mediating the SMMA–purchase decision relationship. Managerially, the study offers insights for marketers to design strategies that ethically leverage SMMA while being mindful of consumers’ psychological well-being.