Fear of Missing Out and Online Word-of -Mouth in E-Commerce: The Case of Facebook and TikTok

Abstract

In the context of rapid e-commerce development, FoMO (Fear of Missing Out) has emerged as a psychological factor influencing consumer behavior on social media. This study examines the impact of FoMO on electronic word-of-mouth (eWOM) behavior on Facebook and TikTok, based on data from 450 users. Structural Equation Modeling (SEM) using SmartPLS was employed to analyze the data. The findings reveal that FoMO has both direct and indirect effects on eWOM through three mediating variables: social media engagement, trust in information, and perceived value. Additionally, the influence intensity varies by platform, suggesting that Facebook and TikTok activate eWOM through different mechanisms. The study contributes theoretically by extending the eWOM behavior model in digital environments and offers practical implications for businesses to optimize digital marketing strategies that leverage FoMO.