The Effect of Social Media on Impulsive Buying Among Generation Z Cryptocurrency Users: Fear of Missing Out (FoMO) as a Mediating Variable
DOI:
https://doi.org/10.35870/ijmsit.v6i2.8227Keywords:
Social media, Fear of Missing Out (FoMO), Impulsive buying, Cryptocurrency, Generation ZAbstract
The rapid expansion of social media platforms has fundamentally reshaped how Generation Z retrieves information regarding cryptocurrency, establishing an environment highly conducive to unplanned investment decisions. This inquiry explores the direct impact of social media on the impulsive buying patterns of Generation Z cryptocurrency market participants, specifically analyzing the mediating function of the fear of missing out (FoMO). Using a sample of 143 qualified participants selected based on specific criteria within Bandung City, the collected data underwent empirical analysis via multiple regression techniques and the Sobel mediation test utilizing SPSS version 25.
The statistical outcomes demonstrate that active engagement with social media platforms exerts a strong, positive influence on both individual FoMO levels and subsequent impulsive buying acts. Furthermore, FoMO serves as a powerful driver of impulsive buying and partially mediates the path linking social media consumption to hasty cryptocurrency acquisitions. These insights underscore how the mental strain of potentially losing lucrative investment options amplifies the capacity of social media to dictate consumer actions. Ultimately, this research contributes valuable empirical evidence to the fields of digital marketing and consumer behavior by mapping the precise psychological pathways that stimulate impulsive trading in digital assets, while simultaneously offering actionable frameworks for constructing ethical and interactive social media outreach models.
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