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Exploring the Potential of Emerging Markets Driven by Generational Fear of Missing Out (FOMO) Targeted at Gen Z

In: Proceedings of the International Research Conference on Resilience for Sustainability: Management Practices and Strategies for the Future (IRC 2025)

Author

Listed:
  • Shardul Durge

    (DAIMSR, Research Scholar)

  • Chaithra K. Poojary

    (NICMAR, Post Graduate Student)

  • Pushparaj Kulkarni

    (DAIMSR, Assistant Professor)

  • Vivek Pimplapure

    (DAIMSR, Associate Professor)

Abstract

The Fear of Missing Out (FOMO) has evolved from an individual psychological phenomenon to a significant factor shaping consumer behavior and influencing market trends. For Generation Z, a group heavily shaped by digital interactions and social media, FOMO plays a key role in guiding their choices and shaping their decision-making. Existing research establishes a clear link between FOMO and consumer actions, particularly regarding social media and marketing tactics that emphasize exclusivity and urgency. This study explores whether FOMO affects the consumer behavior and purchasing decisions of Gen Z in developing markets. Gaining insight into how generational characteristics align with market opportunities is essential for businesses seeking to engage this audience. The research aims to delve into the FOMO Economy’s role in transforming emerging markets, offering valuable insights for companies looking to connect with Gen Z.

Suggested Citation

  • Shardul Durge & Chaithra K. Poojary & Pushparaj Kulkarni & Vivek Pimplapure, 2025. "Exploring the Potential of Emerging Markets Driven by Generational Fear of Missing Out (FOMO) Targeted at Gen Z," Advances in Economics, Business and Management Research, in: Swaranjeet Arora & Tanzeem Hasnat & Praveen Gupta & Rekha Gupta & C. P. Gupta (ed.), Proceedings of the International Research Conference on Resilience for Sustainability: Management Practices and Strategies for the Future (IRC 2025), pages 226-242, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-860-8_16
    DOI: 10.2991/978-94-6463-860-8_16
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