The Impact of Fear of Missing Out (FoMO) and Social Media Addiction on Impulsive Buying among Gen Z Instagram Users: The Mediating Roles of Subjective Norms and Attitudes

The main aim of the current research is to examine the influence of the fear of missing out (FoMO) and social media addiction on impulsive buying amongst Gen Z Instagram users in Egypt. In addition, it tests the roles of subjective norms and the attitudes towards brands promoted on Instagram in mediating the influence of FoMO on impulsive buying. The current study is grounded in the theoretical framework of the Self-Determination Theory (SDT) and the Theory of Planned Behaviour (TPB). Primary data were collected electronically via social media platforms and emails from 332 respondents aged 18-29. The findings revealed a significant impact of both FoMO and social media addiction on impulsive buying, also subjective norms mediates the influence of FoMO on impulsive buying, however, the attitudes towards brand promoted on Instagram did not have a mediating effect. The results contribute to the theory of impulse behaviour amongst Gen Z in the digital era by examining a comprehensive mediation model that integrates social media addiction and FoMO, and their influence on impulsive buying, along with the mediating mechanisms that govern the relationship between them. Moreover, practical implications on how social media marketers can reinforce social validation in addition to engaging in socially responsible practices are discussed.