Fear of Missing Out and Skincare Decisions: A Review of Gen Z's Digital Consumption Behavior

Abstract

Generation Z consumers demonstrate evolving consumption behaviors, heavily influenced by social media engagement, peer interactions, and viral content exposure. This study examines the role of emotional and social factors particularly Fear of Missing Out (FOMO) in shaping brand preference within the skincare product segment. Grounded in the Stimulus Organism Response (SOR) framework, the research conceptualizes digital stimuli such as viral trends and electronic word of mouth (e-WOM) as external triggers (stimulus) that elicit psychological responses (organism), which subsequently influence behavioral outcomes, notably brand preference (response). A preliminary online survey involving 155 Gen Z respondents aged 15–25 in Lumajang and Madura was conducted to identify key determinants in their skincare brand selection. Findings indicate that social media platforms, particularly TikTok, and peer recommendations serve as the primary sources of brand exposure. The emotional response of FOMO emerges as a significant psychological factor that precedes rational product evaluation and contributes to impulsive purchasing behavior. Supporting literature further highlights the influence of selfcongruity and brand personality in reinforcing brand attachment among Gen Z consumers. The study underscores the importance of incorporating psychological constructs, especially FOMO, into digital marketing strategies to effectively engage Gen Z audiences and foster meaningful brand relationships.

Keywords: FOMO; SOR; Gen Z