The Filtered Urge: Analyzing the Impact of the Fear of Missing Out on Cosmetic Purchase Decisions among Generation Z

Abstract: The cosmetic industry's marketing paradigm has shifted profoundly with the rise of social media, becoming increasingly reliant on viral trends and influencer culture. Coined as digital natives, the Generation Z (Gen Z) are at the epicenter of this shift. Their purchase decisions are less influenced by traditional advertising and more by complex social and psychological drivers cultivated online. This conceptual paper proposes that the Fear of Missing Out (FOMO) is a critical psychological mechanism mediating the relationship between social media exposure and cosmetic purchase decisions among Gen Z. Grounded in Social Comparison Theory and the Scarcity Principle, we develop a comprehensive research model positioning FOMO as a core mediator, influenced by social media stimuli (usage intensity and content type) and moderated by individual traits (self-esteem, materialism). The model posits that FOMO translates social media consumption into measurable consumer outcomes: impulse buying, increased purchase frequency, and willingness to pay a premium. This paper reviews extant literature, presents the conceptual model, discusses proposed methodological approaches for empirical validation, and outlines anticipated contributions to consumer behavior theory. The findings would offer crucial insights for brands seeking to ethically engage with Gen Z and would highlight significant implications for consumer well-being in the digital age. Keywords: Fear of Missing Out (FOMO), Generation Z, Cosmetic Purchase Decisions, Social Media Marketing, Impulse Buying, Consumer Behavior, Social Comparison Theory JEL Classification Number: 123, M10, 033