Impact of Social Media Compulsive Use on Impulsive Buying with FOMO and Materialism as Mediators

The rapid growth of social media platforms has significantly transformed consumer behavior, particularly among Generation Z, fostering compulsive use and impulsive buying behaviors. This study explores the relationship between compulsive social media use and impulsive buying, with materialism and Fear of Missing Out (FOMO) as mediating factors. The primary aim is to examine how these psychological drivers influence purchasing decisions in the context of digital consumer behavior. A quantitative approach was employed, using a structured questionnaire with a Likert scale to collect data from 141 university students. The data were analyzed using structural equation modeling (PLS-SEM) to understand the relationships between compulsive social media use, FOMO, materialism, and impulsive buying. The findings indicate that compulsive social media use is a significant predictor of impulsive buying, with materialism acting as a key mediator. Interestingly, FOMO had a minimal impact on impulsive buying, suggesting that Generation Z’s familiarity with digital platforms may reduce the emotional influence of missing out. These results highlight the central role of social media in shaping materialistic values, which in turn drive impulsive purchasing decisions. The study provides actionable insights for marketers, emphasizing the importance of creating authentic content that resonates with Generation Z’s values. It also suggests that businesses should consider materialism in their marketing strategies to more effectively engage digital consumers. This research contributes to a deeper understanding of digital consumer behavior and the psychological factors that influence purchasing decisions in the age of social media.