Linking social media usage to online consumer behaviour through fear of missing out and hedonic needs
DOI:
https://doi.org/10.53983/ijmds.v15n04.003Keywords:
Social Media Usage, Online Purchase Behaviour, Fear of Missing Out, Hedonic NeedsAbstract
Social media platforms have altered how consumers learn about, assess, and buy items in digital marketplaces. This research analyses how social media and purchases are linked, focusing on the mediating factors of FOMO and hedonic needs. This research analyses the implications of social media presence in the emotional and purchasing behaviours of consumers. This study used a cross-sectional research design, and primary data was gathered through a structured questionnaire with 400 active social media users over 18 years in the Tricity region of Chandigarh, Mohali, and Panchkula. Participants were chosen through purposeful sampling. Results show social media presence positively affects online buying behaviour and FOMO and hedonic needs, which explains how digital content, peer connectivity, and the features of platforms affect buying behaviour. Moreover, the study shows the social media usage patterns are impacted by age, geographical region, occupation, and marital status. In the given factors, gender, study level, and economics present a minimal effect. This research integrates social media presence, psychological factors, and purchasing behaviour. This research also explains how responsible online marketing improves consumer engagement.
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