The Impact of Social Media on (Fear of Missing Out) Fomo-Driven Consumer Behaviour - A Study of Sneaker Customers
DOI:
https://doi.org/10.58966/JCM2025441Keywords:
Social Media, FoMO (Fear of Missing Out), Consumer Behavior, Sneaker Culture, Impulse Buying, Marketing Strategies, Visual Conten, Brand Engagement, scarcity, ExclusivityAbstract
Social media's visual power has reshaped how we shop, often fueling a 'Fear of Missing Out' (FoMO). This paper explores how compelling visuals on platforms spark FoMO, especially in the high-end sneaker market, driving consumer behavior. Recognizing a gap in understanding this emotional link, we surveyed sneaker enthusiasts.
Our findings reveal that influencer content and unboxing videos significantly boost engagement and impulsive buying. Crucially, the more time spent on visually rich social media, the stronger FoMO becomes. This intense feeling directly translates into quick, impulsive purchases and a rush to acquire limited-edition sneakers. This research offers practical guidance for brands and marketers, alongside enriching our theoretical understanding of consumer psychology in the digital age. It highlights FoMO's potent role as an emotional trigger in niche cultures, offering valuable insights for brands in the digital landscape. Ultimately, it sheds light on the subtle yet powerful psychological influences shaping contemporary consumer choices.
