Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Volume 7 Issue 5
September-October 2026

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A Study on Fear of Missing Out (Fomo) and Digital Marketing: How Its Influence on Impulse Buying Behaviour of Consumer

Author(s) Dr. B. Jagadeeswaran, Jenifer. V, Hemavathi. M
Country India
Abstract The rapid growth of digital marketing has introduced a range of persuasive tactics like flash sales, countdown timers, limited-stock alerts, and social proof indicators. FoMO, Fear of Missing Out, a psychological phenomenon, has become increasingly significant in both social media and consumer behavior. Digital marketing has significantly transformed consumer buying behaviour by providing personalized, interactive, and time-sensitive promotional content through digital platforms. One psychological factor that has gained increasing importance in this context is Fear of Missing Out (FoMO), which refers to the apprehension that others may be experiencing rewarding opportunities or that an individual may miss a valuable experience. This study examines the relationship between FoMO driven digital marketing strategies and impulse buying behaviour among consumers. Specifically, it investigates whether exposure to scarcity and urgency-based marketing cues increases the likelihood of unplanned purchases, and whether individual differences in trait FoMO moderate this relationship. The study contributes to consumer behaviour literature by clarifying the psychological mechanisms through which digital marketing influences purchasing decisions, and offers practical implications for marketers seeking to design ethical, effective campaigns, as well as for consumers and policymakers concerned with impulsive spending and digital consumer protection.
Keywords Fear of Missing Out (FoMO), digital marketing, impulse buying behaviour, consumer psychology, social media marketing
Published In Volume 7, Issue 5, September-October 2026
Published On 2026-09-28
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E-ISSN 3048-7641
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