In today’s digital world, social media and online shopping platforms have significantly changed consumer buying behaviour. Businesses are increasingly using emotional and psychological marketing strategies to attract consumers and improve sales. One of the most popular strategies used in modern marketing is FOMO marketing. FOMO, which stands for “Fear of Missing Out,” refers to the feeling of anxiety or pressure consumers experience when they believe they may miss exciting opportunities, discounts, trends, or experiences that others are enjoying. Companies use marketing techniques such as flash sales, limited-time offers, scarcity messages, influencer promotions, and countdown timers to create urgency among consumers. The present study focuses on understanding the concept of FOMO marketing and analysing its impact on impulse buying behaviour. The study is completely based on secondary data collected from research journals, books, articles, websites, and previously published studies related to consumer behaviour and digital marketing. The research highlights the important role of social media platforms, influencer marketing, and online shopping trends in influencing consumer emotions and purchasing decisions. The findings of the study reveal that FOMO marketing strongly affects consumer behaviour, especially among young consumers and active social media users. Consumers often make impulsive purchasing decisions because they fear missing discounts, limited offers, trending products, or social experiences. The study also found that scarcity-based marketing strategies and influencer promotions increase emotional buying behaviour and encourage unplanned purchases. However, excessive exposure to FOMO marketing may also create stress, dissatisfaction, regret, and unnecessary spending among consumers. The study concludes that although FOMO marketing is highly effective in increasing sales and customer engagement, businesses should use such strategies ethically and responsibly. Transparent communication, honest advertising practices, and consumer awareness are essential for maintaining long-term customer trust and healthy purchasing behaviour.
Jasleen Kaur (Mon,) studied this question.