Beyond the Fear of Missing Out: Mapping Research on FOMO in Digital Marketing and Consumer Behavior - A Systematic Literature Review

Abstract

Fear of Missing Out (FoMO) has become increasingly relevant in digital marketing and consumer behavior, yet existing research remains fragmented across psychological, social media, and marketing perspectives. This study systematically reviews FoMO research published in ABDC-ranked journals from 2016–2026. Using a domain-based systematic literature review and PRISMA approach, 27 articles were analyzed. The findings identify three major themes: consumer psychological characteristics, social media and digital environments, and digital marketing persuasion strategies. FoMO emerges as a central psychological mechanism linking these factors to consumer behavior. The study proposes an integrative framework and directions for future research and responsible digital marketing practice.