Fear of missing out (FOMO) is pushing young fashion shoppers towards impulsive purchases and adding to waste, according to new research from Indonesia.
The paper examines how social media triggers FoMO and how this, in turn, shapes two forms of brand passion. Harmonious passion reflects enjoyment and identity alignment, while obsessive passion reflects anxiety, status seeking and the need for validation. Both pathways can lead to impulse buying but the authors find the obsessive route is far more powerful.
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