Literature Review of Digital Marketing Strategies in Generating FOMO: Implications for Consumer Impulsivity and Loyalty to Indomie Products
Abstract
This article examines the effectiveness of Indomie's digital marketing strategy in generating fear of missing out (FOMO) and analyzes its impact on impulsive buying behavior and consumer loyalty, using an explanatory quantitative design (survey) with a population of social media users. Motivated by the urgency of understanding FOMO as a driver of consumption in the digital era (Wang & Huang, 2021; Medina et al., 2022), this study aims to test a causal model in which FOMO mediates the relationship between digital marketing (scarcity and urgency elements) and impulsivity, and the influence of impulsivity on loyalty. The results show that Indomie's digital marketing strategy is proven to be effective in triggering FOMO, which then functions as a significant mediator in driving impulsive buying (Dholakia, 2021). Furthermore, the findings indicate that FOMO-induced impulsive buying is not detrimental, but can even contribute positively to consumer loyalty, providing a new perspective on the FMCG brand loyalty paradox (Armstrong & Taylor, 2020). Theoretically, this study extends the application of FOMO theory as a predictor of impulsivity, and practically, it recommends the ethical use of FOMO strategies by maintaining product quality to convert impulsive purchases into long-term loyalty. Further studies are recommended using a longitudinal design to test the stability of post-impulse purchase loyalty.
Keywords: Digital Marketing, FOMO (Fear of Missing Out), Impulsive Buying, Consumer Loyalty, Indomie, Scarcity.
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