Fear of Missing Out (FOMO) is a sort of fear or anxiety toward other individuals who have more enjoyable experiences than oneself [1]. Individuals who continue to fear being left behind based on the content of other people's experiences are said to have FOMO. Thus, numerous things can come from the desire to be a part of this group, such as an impulse to make impulsive purchases. According to [2], personality determines impulsive purchasing behavior. Because sometimes, the choice to purchase a product is not prompted by necessity but rather by social media trends.

Generation Z, or Centennial, consists of individuals born between 1997 and 2012. [3]. They have been thoroughly involved in the digital and communication world from birth. They are better-informed consumers who can evaluate the relative merits of traditional and internet merchants [4]. In actuality, however, the centennial generation has the highest degree of consumerism and materialism [5], and centennial consumers are powerful consumers who value rapid results. With all the benefits of this information, they are a generation susceptible to impulsive buying behavior, especially those mediated by the convenience of online shopping and the influence of social media use.

Due to the easiness of shopping today, consumers with FOMO feeling must adjust their purchase intention to be positive in order to control their anxiety better when purchasing an item. Particularly generation Z who are most immersed in information technology, such as social media. In this FOMO phenomenon, this anxiety might potentially be the appropriate product if it is properly processed and generates substantial value [6]. Even though it is sometimes characterized as a negative phenomenon, the FOMO phenomenon has several advantages and disadvantages. Researchers have found that social media promotes FOMO in a variety of ways. Utilizing additional knowledge and information about the lives of others enhances social chances and self-esteem [7]. On the negative side, social media use reduces face-to-face interaction and increases feelings of loneliness and sadness [8].

In this increasingly fast-paced and information-rich digital age, we cannot avoid the information we receive. Social media was created so that we could be aware of and make the most of its use to obtain existing information so that a fear of being left behind by information should not be a big issue. The centennial generation is predisposed to make impulsive purchases due to their proximity to social media and the ease with which they can obtain information before making a purchase; nonetheless, this generation is more frequently inspired to make unplanned purchases. Inadvertently, this makes the FOMO phenomenon commonly utilized in e-commerce, as the possibility influences consumers' purchasing decisions.

Many studies now claim that social media plays a role in the FOMO phenomenon in impulsive purchases. However, few involve e-commerce factors and consumer generations in influencing the tendency of impulsive online shopping behavior, particularly those mediated by FOMO. As a result, from a business standpoint, the FOMO phenomenon is a marketing tactic that involves psychological and temporary consumer perceptions, so companies understand how far FOMO is included in social media marketing tactics. This study is expected to contribute to the study of FOMO by linking the influence of Media Social Content with Impulse Buying Tendency, which causes Online Impulse Buying Behavior.

1. Fear of Missing Out (FOMO)

Previous research has defined FOMO as a condition and behavior in which a person is afraid of missing out on something fun that others are doing. So they decide to participate and enjoy the pleasant conditions together [1]. In essence, FOMO is a common phenomenon among adolescents [6]. Various studies have confirmed that FOMO drives millennials' desire to consume or use a product. FOMO is currently increasing with technological advancements, particularly in social media. Previous research has confirmed that social media has a positive and significant effect on FOMO, both directly and indirectly [9-11,1]

When people see photos of social activities they miss on social media, they are likely to experience FOMO [12,13] discovered that age, duration of smartphone use, daily frequency of checking cell phones, duration of using social media, number of social media accounts, and daily duration of social media use all influence FOMO tendencies.

Businesses are currently attempting to stimulate FOMO and influence consumer purchasing decisions by creating the perception that a product or service they sell is limited, thereby creating a fear phenomenon [6]. According to a Compare Metrics study, 73% of online shoppers experience FOMO when looking for products [13]. According to [14], FOMO has the potential to increase spending because it increases social media usage and motivates consumers to feel and have more experiences.

As according to [1], researchers used three FOMO indicators based on a summary of popular writings and an industry survey regarding the Fear of Missing Out (FOMO) [15]. Fears, Worries, and Anxieties are FOMO indicators [16]

1. Social Media Content (SMC)

Today's social media has evolved into a platform for sharing ideas, experiences, and beliefs with conviction [17]. All studies continue to investigate the influence of social media in promoting particular habits. Social media is crucial as a source of information for consumers seeking product recommendations [18,19]. Social media is useful for marketers to promote their products [18,20,21] Specifically, numerous studies examine the psychological effects of uploaded or downloaded social media content on users. For example, in terms of product and content visualization in posts [22], persons who post [23], and posting frequency [18]. Numerous sources assert that today's social media contain multiple social marketing indications and stimulators that stimulate impulsive purchasing.

Therefore, this study wants to see how these consumers who view content on social media respond to content uploaded on social media through FOMO and influence them in designing impulse purchases. The dimensions of social media content (SMC) are Functional Information, Entertaining Information, Social Interaction, and Brand Interaction [24].

1. Impulse Buying Tendency (IBT)

Impulse Buying Tendency (IBT) is the propensity to have a sudden urge and want to purchase the spot in response to this perceived impulse with little thought or appraisal of the consequences [25]. Many firms attempt to influence a consumer's purchase decisions by generating the illusion that a product or service they sell is limited, creating fear of missing out (FOMO) [6]

IBT is said to be a person's innate trait that plays an important role during impulse buying because it can immediately arouse them to respond quickly without careful planning. The IBT has been considered in both offline and online environments. However, the current study integrates it in the context of e-commerce, especially in social media which plays a major role in creating the recent FOMO phenomenon. This Impulse Buying Tendency, as an individual trait, may be positively related to impulsive behavior [26]. Measurement of indicators of impulse buying tendencies is divided into three dimensions: unintended, immediate, and unreflective purchases [27]

1. Online Impulse Buying Behaviour (OIBB)

Nowadays, online buying offers consumers with greater freedom and fewer constraints [28]. These factors increase the possibility that consumers will engage in impulsive online purchasing due to the convenience it provides, the availability of a wide variety of options, and the availability of information. Online Impulse Buying Behavior refers to purchases performed without forethought or preparation. A consumer with a strong Impulse Buying Tendency frequently makes impulsive internet purchases [29]

Impulse Buying Tendency as an individual trait may be positively related to impulsive behavior [26]. In essence, this Online Impulse Buying behavior results from the consumer's personality. [30]. When an individual has a high Impulse Buying Tendency, he will waste time looking for products and react to impulsive purchases [31] In other words, Impulse Buying Tendency positively and significantly influences impulsive buying behavior [32]. When a consumer experiences an impulse buying stimulus and reviews an appropriate purchase, the impulse buying behavior is revealed. Meanwhile, the four dimensions of Online Impulse Buying Behavior are Spontaneous, Unplanned, Lack of Rational Thinking, Urge to Buy [33]

As for the presentation of the literature review that has been explained and the research model above, the hypotheses of this study are:

H1: Social Media Content has a positive and significant effect on FOMO in generation Z

H2: Social Media Content has a positive and significant effect on Impulse Buying Tendency in generation Z

H3: FOMO has a positive and significant effect on Impulse Buying Tendecy in generation Z

H4: Impulse Buying Tendency (IBT) has a positive and significant effect on Online Impulse Buying Behavior (OIBB) in generation Z

Fig 1: Research Model

1. Measurements

This survey collected data based on respondents' responses to 21 questions assessed on a Likert scale from 1 to 5 with information (1 = disagree, 5 = strongly agree). [16] used three indicators to measure the FOMO variable: Fears, Worries, and Anxieties. Functional Information, Entertaining Information, Social Interaction, Brand Interaction, and Self-Concept, created by Chen et al., are the five indicators used to evaluate [24,27] assessed Impulse Buying Tendency with three indicators: Unintentional, Immediate, and Unreflective Purchases. Four indicator items measure the Online Impulse Buying Behavior variable: Spontaneous, Unplanned, Lack of Rational Thinking, and Urge to Buy. These indicators were established by [33]

1.  Sampling and Data Collection

The target population of this study is the Indonesian centennial generation. 202 Shopee customers who had made unanticipated e-commerce purchases and understood Shopee's social media content were utilized as samples. The sampling was conducted via an online questionnaire posted to several social media platforms and communities associated with the Shopee application to reach a larger audience in many Indonesian areas.

1.  Data Analysis

This study employed Structural Equation Modeling (SEM) using the AMOS 26 statistical tool to analyze and evaluate measurement models and structural models of the research constructs. This study measured the fit test model using the goodness of fit index parameters chi square (2), CMIN/DF, Root Mean Square Error of Approximation (RMSEA), root mean square residual (RMR), goodness of fit index (GFI), Tucker Lewis Index (TLI), Incremental Fit Index (IFI), Comparative Fit Index (CFI), and Normal Fit Index (NFI) (NFI). The validity evaluation will be based on the standardized loading factor (SLF) standard value, which is 0.50. [34] Similarly, the construct reliability will be based on the tabulated construct reliability (CR) and extracted average variance (AVE) values. In the subsequent analysis stage, termed structural model analysis, it will be determined whether the proposed research hypothesis can be accepted or rejected. The t-value for each coefficient is displayed through SEM analysis. The hypothesis in this research model can be regarded to have a relationship if the value of t-count is more than t table (1.96), assuming the significance threshold is (typically = 0.05).

1. Respondent Characteristics

The analysis of the respondents’ profiles in this research was based on the following demographic characteristics:

Table 1. Characteristics of Respondents

1. Measurement and Structural Models

The results of validity and reliability tests and goodness of fit test as presented in the table as follows:

Table 2. Measurement Model Results

It can be seen from Table 2 which is the result of testing the validity and reliability of the overall model. At the SLF (standardized loading factors) value above, all indicator variable items have a value above 0.50, indicating that all indicators are valid and are believed to be able to measure the construct of the full model being built. Furthermore, the reliability test results show the results of values that are also declared reliable and have the power to measure the full model built consistently. This is evidenced by the AVE (avariance extracted) value of all instrument indicators that were built to get a value of ≥0.50 and also the value of CR (construct reliability) obtained a value of ≥0.70 from the full model of this research.

Table 3. Goodness of Fit Index

Table 3 above is the result of the fit model of this study. It can be noted that the results of the test indicate that the suitability requirements of this research model can be accepted and declared fit. Six measurements represent the degree of good fit from the construct of this research model.[34] also argue that a research model construct can be declared fit and accepted if three to four measurements obtain a degree of good fit or above the cut-off value. The CMIN/DF value is 2.223 (3.00) and RMSEA = 0.078 (0.08) which are declared fit. Likewise, with NFI = 0.901, IFI = 0.943, TLI = 0.952 and CFI = 0.943 which shows a value above 0.90. So that this study indicated that it met the fit standard and was well accepted.  Hypotheses Testing

Fig 2: Full Model Structural Test

From the results of Table 4 below, the t-score value of the influence of Social Media Content (SMC) on FOMO is 8.926 which is higher than the t-table value (1.96). Likewise, the p-value is less than 0.001; smaller than 0.05 (α = 0.05). This indicates that the first hypothesis of Social Media Content (SMC) has a positive and significant effect on FOMO is acceptable. As for the second hypothesis, the t-score is 9.323 and also the p-value is smaller than 0.001. This also proves that Social Media Content (SMC) significantly and positively affects Impulse Buying Tendency. The third hypothesis, the t-score is 2.621 and the p-value obtained is 0.009; smaller than 0.05 (α = 0.05). This proves that the third hypothesis of Fear of Missing Out (FOMO) significantly and positively affects Impulse Buying Tendency. And finally, the t-score value of Impulse Buying Tendency (IBT) to Online Impulse Buying Behavior (OIBB) is 15.329 with a p-value smaller than 0.001 which indicates that Impulse Buying Tendency (IBT) to Online Impulse Buying Behavior (OIBB) significant and positive effect.

Table 4. Hypothesis Testing

This study's findings support previous research indicating that Social Media Content (SMC) will increase the incidence of Fear of Missing Out (FOMO) [16,35-39] Similar to the second hypothesis, Social Media Content has a significant and positive effect on impulse purchasing, consistent with previous research [40]. In line with previous research, the effect of FOMO was found to have a significant and positive impact on Impulse Buying  [41] Lastly, Impulse Buying Tendency also promotes Online Impulse Purchasing Behavior, which is consistent with previous research [29]

Table 5. Sobel Test - Significance of Mediation

Based on the Sobel test results presented in Table 5, the Sobel test statistic is 2.51 and the p-value is 0.01. These results demonstrate that the Sobel test has a greater statistical value than the t-table (1.96). Similarly, the obtained p-value is less than 0.05 ( = 0.05). This demonstrates that social media content substantially and indirectly affects buying impulses through FOMO. Similarly, social media content has an indirect effect on online impulse buying behavior via impulse buying tendencies, as shown by the fact that the Sobel statistical test value is 7.96, which is greater than the t-table value (1.96), and the p-value is less than 0.001, which indicates a value less than 0.05 ( = 0.05), indicating an indirect effect of SMC on OIBB via IBT.

In this research setting, the studies indicate that social media content can directly or indirectly influence FOMO and impulse buying through e-commerce media. E-commerce, which is a combination of social media and a marketplace, provides information that can influence its users, such as creating fear if they don't use or miss the interesting things being offered by e-commerce. This fear of missing out has contributed directly or indirectly to the online impulse purchasing behavior of Shopee e-commerce users in Indonesia.

As measured by the Functional Information, Entertaining Information, Social Interaction, and Brand Interaction models, social media content creates a significant fear of being left behind if you do not participate in or consume the products advertised in social media content. Therefore, content uploaded to social media, particularly e-commerce, is deemed significant because it is more likely to attract people's attention, particularly potential customers. This study also demonstrates that FOMO can moderate the effect of social media content on impulsive purchasing.

Furthermore, the relationship between IBT and OIBB has a greater impact on centennials because they are more convenient with online browsing and shopping activities, which are more practical and profitable in all respects. As a result of the rapid advancement of technology and communication, centennials have fully matured. Therefore, it is likely that the generation of centennials has developed a greater propensity to make impulse purchases on the Internet and are avid consumers of digital content [42,43]

This research is anticipated to aid entrepreneurs in understanding consumers with FOMO tendencies and in providing the appropriate services and products in ways and with attitudes that match consumer behavior. [44] notes that FOMO causes people to live beyond their actual needs and makes their needs unclear, causing them to engage in impulsive behavior. This is why, in the context of FOMO, entrepreneurs may find active social media participation advantageous and advantageous. Thus, this FOMO effect can be a valuable marketing tool for reaching consumers more effectively [6]

For consumers, this research is expected to make them know themselves better as buyers so that they are wiser in making purchases at online stores and not immediately fall into the gimmick content offered in e-commerce so that post-purchase regrets do not occur.

For researchers, the results of this study are expected to be additional literacy and reference references to enhance deeper and more comprehensive study studies to contribute to the scope of business marketing science.

ACKNOWLEDGEMENT

The researchers would like to thank the Faculty of Economics and Business, Bachelor of Management Program, Tanjungpura University.

The authors declare that they have no conflict of interest

no funding sources

the study was approved by the Universitas Tanjungpura, Indonesia.

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