Published Paper Details:

The rapid growth of e-commerce has led marketers to increasingly use psychological triggers to influence consumer decision-making. One such trigger is the Fear of Missing Out (FOMO), commonly employed through scarcity and urgency-based notifications such as limited stock alerts and time-bound offers. This study examines the impact of FOMO-based notifications on online purchase behavior among Generation Z (age of 16 to 28) Myntra users. Using a quantitative research design, data was collected through an online survey from 102 Generation Z respondents based in Mumbai. The findings reveal that FOMO notifications influence purchase decisions, increase user engagement, and occasionally trigger impulsive buying behavior. While these notifications create a strong sense of urgency, their impact is more situational than habitual. Additionally, consumer perception of FOMO messages remains largely neutral to positive, indicating that such strategies do not adversely affect trust or satisfaction when used responsibly. The study provides valuable insights for e-commerce marketers on the effective and ethical use of FOMO-based digital communication strategies.