The Influence of FOMO, Digital Advertising, and E-WOM on Generation Z Consumptive Behavior
Keywords:
FOMO, Digital Advertising, E-WOMAbstract
This study aims to analyse the influence of Fear of Missing Out (FOMO), exposure to digital advertising, and electronic word-of-mouth (E-WOM) on the consumptive behaviour of Generation Z in Denpasar City. The emergence of digital technology has changed consumer behaviour, where high internet engagement and anxiety about missing out on trends (FOMO) drive impulsive purchasing decisions.The research method used was a quantitative approach involving 72 respondents selected through non-probability sampling techniques. Primary data were collected through a Likert scale questionnaire and analysed using multiple linear regression with SPSS software.The results showed that FOMO, exposure to digital advertising, and E-WOM had a significant effect on consumer behaviour, both simultaneously and partially. FOMO was found to be the strongest predictor, confirming the dominance of psychological factors in digital consumption. These findings suggest the importance of ethical digital marketing strategies and the need for further research on financial literacy variables to improve self-control among young consumers.
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