Add to cart : online impulse buying and post-purchase dissonance in the fashion industry among young Maltese adults in the FoMO era

Abstract

Purpose and Theoretical Foundation: This research addresses a prevailing lacuna in the literature concerning the effects of Fear of Missing Out (FoMO) in the context of online advertising, particularly among young adults in Malta. In an era of rapid technological advancements and digitalisation, consumers are increasingly exposed to diverse online advertising strategies. Being particularly responsive to Internet usage and digital literacy, young adults served as a critical demographic for this study. A holistic conceptual model was developed by meticulously reviewing relevant literature, highlighting the plausible associations among constructs underpinning this investigation. The study explores specifically how FoMO-laden advertising appeals are perceived and their potential to drive compulsive behaviours, notably online impulsive buying. Given that e-commerce is a significant component of both the global and Maltese economies, this study examines the interplay between FoMO and online impulsive buying, and extends to explore the direct effect of FoMO on a) the need for social relatedness, b) materialism, c) media usage and d) hedonic motivation (i.e. the four constructs), their direct effect on online impulsive buying, and their prospective mediating role in the relationship between FoMO and online impulsive buying. Additionally, the research investigates the association between online impulsive buying and post-purchase dissonance, recognising the importance of the post-purchase phase in influencing future buying behaviours and consumer relationships.