Impacts of Social Media Influencers and FOMO on Generation Z's purchase decision

Abstract

Examine the impacts of social media influencers on the purchase decisions of Generation Z in Can Tho City, with a specific focus on the moderating role of FOMO (Fear of Missing Out) in shaping this relationship. The research aims to provide insights into how FOMO intensifies or alters the influence of social media personalities on Gen Z's consumer behavior and insights into how businesses can leverage social media marketing strategies to target Gen Z effectively.