FOMO Marketing and Its Psychological Effects on Gen Z Digital Consumption Patterns

Fear of Missing out (FOMO) has emerged as a powerful psychological driver in contemporary digital marketing, particularly among Generation Z, a cohort characterized by constant connectivity and high social media engagement. This study examines the influence of FOMO-based marketing strategies on Gen Z’s digital consumption patterns, focusing on impulse buying, engagement behavior, and brand interaction. FOMO marketing commonly employs tactics such as limited-time offers, exclusive drops, countdown timers, and real-time social proof to stimulate urgency and perceived scarcity. While these strategies are designed to accelerate decision-making and increase conversions, their psychological impact on young consumers requires deeper investigation. Using a quantitative research design, this study proposes to collect survey data from Gen Z consumers aged 18–27 to assess the relationship between exposure to FOMO-driven content and behavioral outcomes such as purchase intention, compulsive buying tendencies, and post-purchase satisfaction. The research is grounded in scarcity theory and social comparison theory to explain how perceived exclusivity and peer influence intensify emotional responses. Preliminary assumptions suggest that higher susceptibility to social validation amplifies the effectiveness of FOMO marketing, while also increasing the likelihood of regret and reduced long-term brand loyalty. The findings are expected to contribute to modern marketing literature by clarifying the psychological mechanisms through which urgency-based digital strategies shape Gen Z consumption behavior. The study also offers practical implications for marketers seeking to balance persuasive effectiveness with ethical considerations in digital environments increasingly dominated by algorithm-driven engagement and real-time social interaction.