Published Paper Details:

In the rapidly expanding digital economy, marketing communication has increasingly shifted from rational persuasion to emotional and psychological engagement. Among emerging behavioural drivers, Fear of Missing Out (FOMO) has gained significant attention as a powerful influence on consumer perception and purchase behaviour. FOMO refers to the anxiety that individuals may miss valuable opportunities, experiences, or social benefits enjoyed by others. Digital marketing platforms such as Instagram, Facebook, and YouTube frequently use urgency, scarcity, exclusivity, and social comparison to create this psychological response. This study aims to examine consumer perception towards FOMO-based digital marketing strategies in Malappuram District and to analyse their influence on purchase behaviour. The research adopts a quantitative approach supported by descriptive and analytical methods. Data will be collected from digital consumers through structured questionnaires. The study will evaluate awareness, emotional responses, ethical concerns, and trust related to FOMO marketing. The findings are expected to provide insights into how digital marketing strategies shape consumer perception and behaviour while highlighting the need for ethical and responsible marketing practices. The study contributes to behavioural marketing literature and offers practical guidance for marketers to balance engagement effectiveness with consumer welfare.