Social Media Engagement, FoMO, and Impulsive Buying Behavior Among Generation Z

Abstract

The widespread use of social media has reshaped the way Generation Z interacts, communicates, and makes consumption decisions. While online engagement provides a sense of connection and access to information, it can also create psychological pressure known as the fear of missing out (FoMO). This phenomenon often encourages individuals to imitate others’ behaviors and make unplanned purchases to maintain a sense of belonging. This study examines the influence of social media engagement and FoMO on impulsive buying and its implications for financial well-being among Generation Z. Employing an explanatory research design with purposive sampling, data were collected from 237 respondents and analyzed using descriptive statistics, correlation analysis, and structural equation modeling (SEM). The results indicate that social media engagement significantly increases FoMO, which subsequently drives impulsive buying behavior. However, the direct influence of social media engagement on impulsive buying was not significant, showing a fully mediated relationship through FoMO. These findings underline the importance of improving financial literacy and digital self-control among young consumers to foster responsible spending and long-term financial well-being in the digital era.