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This research aims to understand how social media content and Fear of Missing Out (FoMO) affect Generation Z's purchasing decisions on TikTok.

June 14, 2026Open Access

The Role of Social Media Content and Fear of Missing Out (Fomo) in Shaping Generation Z Purchase Decisions on Tiktok: A Study of Carumby Gorpcore Fashion Brand

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Quantitative study examines how social media and FOMO impact Generation Z's buying choices for Carumby Gorpcore fashion.

This research aims to understand how social media content and Fear of Missing Out (FoMO) affect Generation Z's purchasing decisions on TikTok.
Quantitative approach with an explanatory design
Data collected from 105 respondents using questionnaires
Analyzed data through multiple linear regression with SPSS version 25.
Social media content and FoMO both significantly affect purchase decisions
Social media content has a stronger influence compared to FoMO
63.4% of the variation in purchase decisions is explained by these factors.

Arasid et al. (2026) studied this question.

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