The role of bandwagon effect and FoMo in viral marketing

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Bandwagon effect and FoMo significantly enhance consumptive buying behavior among Generation Z consumers.
FoMo shows a stronger impact on buying behavior than the bandwagon effect, suggesting a key influence in marketing.
Analysis utilized a quantitative approach through online surveys and Partial Least Squares Structural Equation Modeling (PLS-SEM).
Marketing strategies must leverage social validation and scarcity to better engage the Generation Z demographic.

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Quantitative analysis finds bandwagon effect and FoMo boost consumer behavior in Generation Z, highlighting marketing implications.

Rizqah et al. (2025) studied this question.

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