Click, Scroll, and Buy: Fear of Missing Out (FOMO) as a Mediation Between Social Media Interaction and Impulsive Buying Among Indonesian Female Mobile Game Users
DOI:
https://doi.org/10.21512/bbr.v17i2.14343Keywords:
social media interaction, Fear of Missing Out (FOMO), impulsive buying behavior, Indonesian female mobile game usersAbstract
The increasing integration of social media into digital gaming environments has altered how players interact, communicate, and respond to various forms of content exposure. Such interaction may create psychological responses that influence consumer decision-making processes, particularly in encouraging unplanned purchasing behavior within gaming ecosystems. Therefore, understanding the psychological mechanisms underlying impulsive buying behavior among female players has become increasingly relevant. The purpose of the research is to analyze Fear of Missing Out (FOMO) as a mediating variable in the relationship between social media interaction and impulsive buying behavior among active female players of the L&D mobile game. The method used is quantitative, involving surveys and online questionnaires distributed through various social media platforms. The data are analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). A total of 354 respondents who meet the predetermined criteria are included in the study sample. The findings indicate significant direct and indirect relationships among the three variables examined. A substantial proportion of the impulsive buying behavior exhibited by active female players of the L&D game who participate on social media can be explained by FOMO as an intervening psychological factor. Furthermore, the research contributes theoretically by identifying FOMO as a mediating psychological mechanism that clarifies impulsive buying behavior among Indonesian female mobile gaming players. Practically, the findings offer valuable insights for marketers, game developers, and digital communication strategists in formulating social media engagement strategies.
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