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This research aims to explore how social media impacts impulsive buying among Generation Z, focusing on the role of Fear of Missing Out (FoMO).

April 26, 2026Open Access

Impulsive buying in a social media environment: The role of Fear of Missing Out Among Generation Z

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This research aims to explore how social media impacts impulsive buying among Generation Z, focusing on the role of Fear of Missing Out (FoMO).
Explanatory research design was employed.
Data collected from 237 Indonesian Generation Z respondents aged 18-26 through an online survey.
Data analysis involved descriptive statistics and structural equation modeling (SEM-PLS).
Social media use significantly increases Fear of Missing Out (FoMO).
FoMO has a strong positive effect on impulsive buying behavior.
Social media use does not directly impact impulsive buying.

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Explanatory research reveals social media influences impulsive buying in Generation Z through Fear of Missing Out.

Johan et al. (2026) studied this question.

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