The Effect of Social Media Influence and Fear of Missing Out on Customer Buying Intentions in Online Shopping

Abstract

The increasing penetration of social media has significantly reshaped consumer behavior, particularly in the way individuals interact with brands, process information, and make purchase decisions. Among the psychological outcomes of heavy social media usage is the phenomenon of FOMO, which has emerged as a crucial driver of consumer attitudes and behaviors in digital marketplaces. This thesis investigates the combined influence of social media and FOMO on customer buying intentions in the context of online shopping.
The study adopts a descriptive research design and a quantitative research approach, employing a structured questionnaire administered to 395 respondents in the Delhi NCR region. Constructs such as social media influence, FOMO, and consumer purchase intentions were measured using validated scales from prior literature, ensuring reliability and validity. Data were analyzed through descriptive statistics, correlation analysis, and regression analysis to explore the relationships among variables and to test the proposed hypotheses.
The findings highlight three major insights. First, social media has a significant direct influence on consumers’ buying intentions, demonstrating its role as a persuasive medium for product exposure and peer-driven recommendations. Second, FOMO plays a critical role in shaping purchase behavior, as consumers experiencing higher levels of FOMO tend to display stronger intentions to engage in online shopping. Third, a strong positive relationship exists between social media use and FOMO, suggesting that increased digital engagement heightens psychological anxieties about missing opportunities, which in turn accelerates consumer decision-making.
The research contributes to academic literature by integrating the psychological construct of FOMO with traditional consumer behavior models, offering a more comprehensive understanding of decision-making in online environments. Practically, the study provides valuable insights for marketers and businesses to design strategies that leverage social influence, peer visibility, and scarcity-driven campaigns to encourage online purchases. Limitations and recommendations for future research are also outlined, paving the way for further exploration of evolving consumer behavior in digital ecosystems.
Key Words: Social Media, FOMO, Buying Intention, Online Shopping, Consumer Behavior