| Titre : |
The Impact of FOMO on Impulse Buying in E-Commerce & Social Media Marketing |
| Type de document : |
Mémoire |
| Auteurs : |
Aurora CIRANNI, Auteur |
| Année de publication : |
2025 |
| Importance : |
44 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
MARKETING ACHAT ; MARKETING DIRECT ; COMMERCE ELECTRONIQUE
|
| Résumé : |
This research involves the investigation of the psychological and behavioural effects of marketing that utilizes fear-of-missing-out (FOMO) outcomes, in a digital context, that drive online impulse buying. As e-commerce and social media vie for consumers' time and attention, marketers often employ FOMO tactics based on stock and time scarcity, social proof, and influencer marketing to encourage confident but quick, decisions. In previous studies these marketing methods are demonstrably successful at driving conversions; however, the emotional toll and ethical consequences are less well-explored.
The central research question in this study is: “How does FOMO-driven marketing in e-commerce and social media affect consumer impulse buying behaviours?” In addressing this question, research attention not only interests in the effectiveness of FOMO stimuli to increase purchase intention, but also the emotional impact, such as post-purchase regret, and how this may inform consumers' expectations of ethical brand communication. Individual difference measures, such as respondents' age and self-reported susceptibility to social media and influencer impact are considered as moderating factors.
This study adopted a mixed-methods approach. The quantitative part of the study included an A/B test survey (N =100) changing four FOMO product scenarios. The data was analysed using t-tests, correlations, regression, and ANOVA to demonstrate the effect of card stimulus and consumer traits. The qualitative portion of the study included 21 semi-structured interviews; the aim of which was to provide emotional and cognitive depth of participants' reactions to FOMO messaging, as well as their insights on transparency, trust, and marketing accountability.
The results show that each of the four FOMO triggers successfully increased purchase intention, especially ads that utilized influencer messaging. However, these emotional purchases tended to create buyer's remorse, particularly for younger consumers. The regret was associated with a stronger value for transparent and ethically driven marketing, demonstrating that emotional responses can catalyse reflection and change expectations. Ultimately, this resulted in a decrease in consumers trust and loyalty in the long term. |
| Programme : |
MSc International Marketing & Brand Management |
| Permalink : |
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