The Influence of Influencer Credibility, Fear of Missing Out (FOMO), and Electronic Word-of-Mouth (e-WOM) on Purchase Intention among Generation Z Consumers
Abstract
This study examines the influence of influencer credibility, Fear of Missing Out (FOMO), and electronic word-of-mouth (e-WOM) on purchase intention among Generation Z consumers. In the rapidly evolving digital landscape, social media platforms have become central to shaping consumer attitudes and behaviors, particularly for younger generations. This research adopts a quantitative approach using a structured questionnaire distributed to Generation Z respondents, with data analyzed through descriptive statistics, reliability and validity testing, correlation analysis, and multiple regression analysis. The findings reveal that all three factors significantly and positively influence purchase intention. Among them, e-WOM emerges as the most influential predictor, indicating that peer-generated content and online reviews play a crucial role in consumer decision-making. Influencer credibility also significantly impacts purchase intention, highlighting the importance of trustworthiness and authenticity in influencer marketing. Additionally, FOMO contributes as a psychological driver that encourages consumers to engage in purchasing behavior to avoid missing out on trends and experiences. The study explains a substantial proportion of variance in purchase intention, emphasizing the combined importance of informational and emotional factors. These findings provide valuable theoretical contributions by integrating social influence and psychological constructs, while also offering practical implications for marketers aiming to effectively target Generation Z. Businesses are encouraged to leverage credible influencers, foster positive e-WOM, and design campaigns that create urgency and social engagement. Overall, this study enhances understanding of digital consumer behavior nd offers strategic insights for marketing in the social media era.
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References
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