The psychology of FOMO in digital marketing: a case study of Shein
Date Issued
April 2026
Author(s)
Kouzi, Rafaela
Advisor
Abstract
This study explores the psychology of fear of missing out (FOMO) in digital marketing, focusing on the case of Shein and its influence on Generation Z women in Cyprus. Drawing on Social Comparison Theory, the research examines how FOMO is experienced, the psychological processes that shape it, and the marketing strategies that trigger it. A qualitative approach was adopted, using semi-structured interviews with 13 participants aged 22 to 29. Data were analysed through thematic analysis, resulting in three key themes: FOMO as a socially constructed emotional experience, digital marketing as a trigger of FOMO, and consumer resistance to FoMO-inducing strategies.
The findings reveal that FOMO is shaped by social comparison, particularly through exposure to social media trends and influencers, leading to feelings of urgency, pressure, and, at times, inadequacy. Digital marketing tactics such as scarcity cues, countdown timers, and personalised notifications were found to intensify these responses and accelerate purchasing decisions. However, the study also identifies a significant level of consumer awareness and resistance, with participants critically evaluating and, in some cases, rejecting these strategies. The study contributes to existing literature by highlighting the dynamic interplay between emotional influence and consumer agency in FOMO-driven environments.
The findings reveal that FOMO is shaped by social comparison, particularly through exposure to social media trends and influencers, leading to feelings of urgency, pressure, and, at times, inadequacy. Digital marketing tactics such as scarcity cues, countdown timers, and personalised notifications were found to intensify these responses and accelerate purchasing decisions. However, the study also identifies a significant level of consumer awareness and resistance, with participants critically evaluating and, in some cases, rejecting these strategies. The study contributes to existing literature by highlighting the dynamic interplay between emotional influence and consumer agency in FOMO-driven environments.
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