Research on Factors Affecting Consumers' Fear of Missing Out (FOMO) in Ho Chi Minh City

In the context of rapid technological and social meadia development, consumer behavior in Ho Chi Minh City has been significantly shaped by socio-psychological factors, particularly the Fear of Missing Out (FOMO). FOMO drives consumers to engage in impulsive purchasing behaviors to avoid the feeling of being left behind, especially in the cosmetics industry where trends continuously evolve. Grounded in the Theory of Planned Behavior (TPB) and Social Comparison Theory, this study examines the effects of social media addiction, promotional activities, loneliness, impulsive buying, and social comparison on FOMO behavior. Data were collected from 235 consumers through an online survey and analyzed using SPSS 20 and SmartPLS 4.0. The findings reveal that promotional activities, loneliness, and two mediating factors—impulsive buying and social comparison—positively influence FOMO. Based on these results, the study offers theoretical and managerial implications to assist businesses in optimizing marketing strategies and strengthening customer engagement.