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@article{198237,
        author = {Saransh Mundra and Muskan Patel and Hariom Patliya and Jayesh Kanadje and Sourabh Singh Thakur},
        title = {Fear of Missing Out (FOMO) Marketing and Its Influence on Impulse Buying Behaviour},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {10119-10135},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=198237},
        abstract = {In today's digital world, psychological triggers play a big role in shaping how people make buying decisions. One of the most talked-about triggers is the Fear of Missing Out (FOMO) — a feeling that you might miss out on something valuable if you do not act quickly. E-commerce platforms and social media channels have given marketers powerful tools like countdown timers, flash sales, limited stock alerts, and social proof cues that are designed to create a sense of urgency and push consumers toward fast, often unplanned purchases.
This study looks at how FOMO-oriented marketing practices lead to impulse buying behaviour. Impulse buying here means buying something on the spot, without really planning to, driven more by emotion than logic. The research traces the psychological path through which FOMO triggers — such as excitement, anxiety, and a sense of urgency — end up turning into an unplanned purchase.
A quantitative survey method was used, and primary data were collected from 50 consumers who regularly shop online and engage with digital advertising. The analysis looks at the link between specific FOMO marketing elements (scarcity cues, time-bound offers, social validation) and self-reported impulse buying tendencies. The findings aim to help marketers design better promotional strategies while also making consumers more aware of the emotional forces driving their purchase decisions.},
        keywords = {Fear of Missing Out (FOMO), FOMO-Based Marketing, Impulse Buying Behaviour, Consumer Psychology, Scarcity and Urgency Perception, Digital Marketing Strategies, Online Consumer Behaviour},
        month = {April},
        }