Fear-based marketing based on the fear of missing out (FOMO) principle in generation Z youth in Mexico city
DOI:
https://doi.org/10.34140/bjbv8n2-036Palavras-chave:
FOMO, digital marketing, consumer behavior, social mediaResumo
This study analyzes the influence of Fear of Missing Out (FOMO) on young consumer behavior in Mexico City. A Likert-type questionnaire was applied to a sample of 300 participants, evaluating dimensions related to scarcity, urgency, and digital behavior. The results show a moderate-high level of FOMO (M = 3.70), as well as significant differences between the dimensions of the construct, but not between genders. It is concluded that marketing strategies based on scarcity significantly influence consumer decision-making.
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