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

Social media has become an integral part of daily life for Generation Z and plays a growing role in shaping their consumption behavior. This study examines how social media use influences impulsive buying behavior, with fear of missing out (FoMO) positioned as a mediating psychological mechanism. Using an explanatory research design, data were collected from 237 Indonesian Generation Z respondents aged 18-26 years through an online survey. The data were analyzed using descriptive statistics and structural equation modeling (SEM-PLS). The findings show that social media use significantly increases FoMO, and FoMO, in turn, has a strong positive effect on impulsive buying behavior. In contrast, social media use does not have a direct effect on impulsive buying. These results suggest that impulsive buying among Generation Z is driven primarily by psychological pressure related to social comparison rather than by social media exposure alone. By clarifying the mediating role of FoMO, this study contributes to a more nuanced understanding of consumer behavior in social media environments, particularly among young consumers in emerging digital markets.