The Impact of Fear of Missing Out (FOMO) on Impulse Buying Behaviour among Young Consumers.

In today's digital world, consumer buying behaviour has changed rapidly due to the increasing use of social media platforms, online shopping applications, and digital marketing strategies.Consumers are constantly exposed to advertisements, influencer promotions, flash sales, limited-time offers, and trending products while using platforms such as Instagram, YouTube, and online shopping websites.This continuous exposure often creates emotional pressure among consumers and influences their purchasing decisions.One of the most important psychological factors affecting modern consumer behaviour is Fear of Missing Out (FOMO), which refers to the feeling of anxiety or concern that individuals experience when they believe they may miss exciting opportunities, trends, or experiences enjoyed by others.The present study focuses on understanding how Fear of Missing Out influences impulse buying behaviour among consumers, particularly young consumers who are highly active on social media and online shopping platforms.The study also examines how social media exposure, influencer marketing, online trends, flash sales, and scarcity-based marketing strategies create urgency and encourage consumers to make spontaneous and unplanned purchases.The research was conducted using a descriptive and quantitative research approach.Primary data was collected through a structured questionnaire created using Google Forms.A total of 80 valid responses were collected from students, working professionals, and active social media users.The collected data was analyzed using Microsoft Excel and JMP Statistical Software.Statistical tools such as percentage analysis, Pearson Correlation Analysis, and Regression Analysis were used to study the relationship between Fear of Missing Out and impulse buying behaviour.The findings of the study revealed that social media platforms and digital marketing strategies play a significant role in influencing consumer emotions and purchasing behaviour.Consumers who experience higher levels of Fear of Missing Out are more likely to engage in impulsive buying behaviour.The statistical analysis showed a moderate positive relationship between FOMO and impulse buying behaviour, with a correlation value of 0.5979.The hypothesis testing also confirmed that the relationship between the variables is statistically significant, as the obtained p-value was less than 0.0001.The study concludes that Fear of Missing Out has become an important psychological factor influencing modern consumer purchasing decisions.Emotional triggers created through social media trends, influencer promotions, flash sales, and online advertisements strongly affect impulse buying behaviour, especially among young consumers.The findings of the study provide useful insights for marketers in understanding consumer psychology and designing effective digital marketing strategies.At the same time, the study also helps consumers become more aware of emotionally influenced purchasing decisions in today's digital environment.