The Role of FOMO in Generation Z’s Financial Decision Making : how Digital Marketing Strategies Influence Impulsive Spending and Risk Behavior
Urbaez, Loredana (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025111327867
https://urn.fi/URN:NBN:fi:amk-2025111327867
Tiivistelmä
Fear of Missing Out (FOMO) strongly influences Generation Z’s financial behavior in today’s digital environment. This thesis examines how FOMO affects Gen Z’s impulsive spending and how digital marketing strategies, especially on social media, amplify this behavior. The study also explores whether financial literacy can reduce these effects.
A mixed-method approach was used, combining a literature review with semi-structured interviews of Gen Z social media users. Findings show that FOMO often leads to spontaneous purchases, driven by scarcity messages, influencer promotion, and the desire to participate in trends. These decisions can result in regret, stress, and poor budgeting.
However, participants with stronger financial and digital literacy showed more control, using strategies such as setting budgets, delaying purchases, and reducing exposure to marketing triggers.
A mixed-method approach was used, combining a literature review with semi-structured interviews of Gen Z social media users. Findings show that FOMO often leads to spontaneous purchases, driven by scarcity messages, influencer promotion, and the desire to participate in trends. These decisions can result in regret, stress, and poor budgeting.
However, participants with stronger financial and digital literacy showed more control, using strategies such as setting budgets, delaying purchases, and reducing exposure to marketing triggers.