The Impact of Celebrity Endorsement: FOMO and FOPO on Consumer Decision-Making in the Digital Age
Abstract
In the age of the internet, the marketing strategy of celebrity endorsement has increased in popularity. This line of thinking misses out on understanding the increasing psychological nuances of consumers and more specifically on the aspects of FOMO and FOPO. Earlier marketing theories suggested that FOMO is a strong motivator for unplanned purchases, yet recent patterns in consumer behaviour suggest that social anxiety may, in fact, make people less likely to purchase things. Likewise, FOPO may restrict the benefit that a company hopes to gain from celebrity endorsement as more and more consumers pay attention to how their decisions are socially perceived. The target population of this research is highly active digital platforms mostly appealing to the Generation Z demographic. The collected data will be analysed using structural equation modelling to determine the mediating effects of FOMO and moderating effects of FOPO on the relationship between celebrity endorsement and consumer behaviour. The central results suggest that FOMO does not necessarily promote impulsive purchases; rather, it may trigger anxiety that causes purchases to be postponed or avoided altogether. This unexpected finding highlights the complexity of psychological responses in digital consumer culture. Furthermore, the effect of celebrities marketing products is less effective because of FOPO, which implies that concern for social validation makes consumers overly suspicious of influencer marketing. These results challenge the widely accepted belief that consumption is immensely influenced by celebrity endorsement. Practically, marketers are advised to emphasize authenticity and trust-building strategies, rather than relying solely on celebrity appeal. More attention should be given regarding how these digital consumption strategies influence consumer trust in the long run, as well as the cross-cultural differences in the psychological impact of FOMO and FOPO on purchasing behaviour.
Keywords: Celebrity endorsement, FOMO, FOPO, consumer behaviour, digital marketing.
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