A new study reveals that young consumers experiencing FOMO while shopping online face decreased social, psychological, and financial well-being. However, an influential aspect emerged: a strong attachment to social media influencers can enhance well-being. Conducted with a sample of 863 U.S. adults aged 18-40, the research highlights the dual impact of FOMO—traditionally associated with missing social events, it similarly affects consumers' anxiety about avoiding unpopular fashion choices. Researchers emphasize the nuanced effects of influencer relationships on young people's mental health and shopping behaviors in the context of online retail.
Our findings are among the first to show the negative role that FOMO has on young consumers as they look to keep up with what's fashionable.
It also shows that feeling a strong connection to a social media influencer who may help them decide what to buy can be related to their feelings of well-being.
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