FOMO in Digital Consumer Behavior: A Systematic Review of Theories, Strategies, and Psychological Outcomes (2010–2024)

Asih Kurnianingsih; Lona Noviani; Meilisa Alvita; Anggi Haerani

doi:10.31538/dirosatuna.v7i2.8781

Asih Kurnianingsih Universitas Banten Jaya, Indonesia
Lona Noviani Universitas Banten Jaya, Indonesia
Meilisa Alvita Universitas Pradita Tangerang Indonesia
Anggi Haerani Universitas Banten Jaya, Indonesia

DOI: https://doi.org/10.31538/dirosatuna.v7i2.8781

Keywords: Fear of Missing Out (FOMO), Digital Consumer Behavior, Impulsive Buying, Social Media Marketing, Psychological Outcomes.

Abstract

This study aims to regularly review the development of FOMO related research from 2010 to 2024, focusing on its theoretical foundations, strategic marketing implications, and psychological outcomes. Utilizing the PRISMA method, 27 high-quality articles were selected from the Scopus database within the domains of business, management, and psychology. The review reveals that FOMO is primarily rooted in Social Comparison Theory, Self-Determination Theory, and the Stimulus-Organism-Response (SOR) model. FOMO serves as both a mediator and trigger for digital behaviors such as impulsive buying, excessive social media engagement, and emotional decision-making. The analysis also highlights the strategic use of FOMO in digital marketing tactics, including limited time offers, live streaming, and influencer endorsements. Furthermore, the findings point to the need for ethical considerations in leveraging FOMO to avoid consumer distress and overconsumption. This study contributes to the understanding of FOMO's multifaceted role in digital consumer psychology and provides a theoretical and managerial framework for future research and practice.

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