Impact of FOMO on social media engagement and impulse buying of lifestyle products: mediation analysis

Purpose Fear of Missing Out (FOMO) is characterized by the anxiety of missing out on others' experiences, and serves as a key motivator influencing consumer behavior on social media platforms. This study investigates how social media marketing (SMM) affects consumer purchase intentions for lifestyle products in India, with a particular focus on the mediating role of FOMO. Through empirical analysis of 367 Indian consumers, this research aims to provide insights into the interconnected dynamics of SMM, FOMO, and purchase intention in lifestyle products. Design/methodology/approach This research adopts a quantitative approach, surveying 367 Indian consumers of lifestyle products in India. Utilizing structural equation modeling, the study assesses the relationships between social media marketing (SMM), Fear of Missing Out (FOMO), and consumer purchase intention. Data collection involves targeted surveys, and statistical analyses are employed to unveil the mediating role of FOMO in the SMM and purchase intention nexus. Findings The study reveals exciting evidence supporting the significant influence of social media marketing on both FOMO and consumer purchase intention for lifestyle products. Importantly, FOMO emerges as a key mediator, elucidating its role in bridging the relationship between SMM and purchase intention. The findings underscore the dual impact of social media, directly shaping purchase intention and indirectly influencing it through the lens of FOMO. Originality/value This study enriches the existing body of knowledge by elucidating the complex interplay between social media marketing, FOMO, and consumer behavior in India’s lifestyle product market. By identifying FOMO as a critical mediator, the research deepens the understanding of consumer decision-making in the digital era. The study’s originality lies in its theoretical contribution to consumer behavior literature, highlighting FOMO’s mediating role in the relationship between social media engagement and impulsive buying. Grounded in the Technology Acceptance Model (TAM) and the Theory of Planned Behavior, the research bridges existing gaps and provides practical implications for marketers.