Fear of Missing Out (FOMO) in Digital Marketing: A Behavioral Review of Its Influence on Gen Z Consumer Buying Decisions

Author(s)	Ms. Dhritti Adlakha
Country	India
Abstract	This study explores how Fear of Missing Out (FOMO) influences Generation Z consumer behaviour in digital marketing environments. Using secondary qualitative research, it examines how strategies such as personalization, scarcity, urgency, and influencer marketing trigger emotional responses that drive impulse buying. Drawing on frameworks like the Stimulus–Organism–Response model and social comparison theory, the study shows that FOMO increases purchase likelihood and engagement while reducing rational decision-making. However, it may also lead to financial stress and negative psychological outcomes. The findings highlight the need for more ethical and sustainable digital marketing practices.
Keywords	Fear of Missing Out (FOMO); Generation Z; Digital Marketing; Consumer Behaviour; Impulse Buying; Influencer Marketing; Social Media; Behavioural Economics; Algorithmic Personalization; Consumer Psychology
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-04-30

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