The Impact of the Fear of Missing Out on Purchasing Trendy Fashion Products among Young Consumers on Social Media Platforms

Against the backdrop of digital transformation technology and the meteoric rise of the Internet, online business has brought economic efficiency to many industries in Vietnam (Ministry of Industry and Trade of Vietnam, 2021). Enterprises have shifted from directly providing products to consumers to doing so online, a change that has made online shopping increasingly popular. However, the ease of participating in online platforms has led to an increase in the number of suppliers and competition between businesses. To attract customers, companies have used the fear of missing out (FOMO) effect through advertising messages that stimulate the fear of missing out in each individual, prompting them to make quick purchasing decisions.