Proceedings of the International Research Conference on Resilience for Sustainability: Management Practices and Strategies for the Future (IRC 2025)

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Exploring the Potential of Emerging Markets Driven by Generational Fear of Missing Out (FOMO) Targeted at Gen Z

Authors
Shardul Durge1, *, Chaithra K. Poojary2, Pushparaj Kulkarni3, Vivek Pimplapure4
1Research Scholar, DAIMSR, Nagpur, Maharashtra, India
2Post Graduate Student, NICMAR, Pune, Maharashtra, India
3Assistant Professor, DAIMSR, Nagpur, Maharashtra, India
4Associate Professor, DAIMSR, Nagpur, Maharashtra, India
*Corresponding author. Email: shardul.durge@gmail.com
Corresponding Author
Shardul Durge
Available Online 29 September 2025.
DOI
10.2991/978-94-6463-860-8_16How to use a DOI?
Keywords
Emerging markets; consumer behavior; Gen Z; FOMO economy; purchasing decision
Abstract

The Fear of Missing Out (FOMO) has evolved from an individual psychological phenomenon to a significant factor shaping consumer behavior and influencing market trends. For Generation Z, a group heavily shaped by digital interactions and social media, FOMO plays a key role in guiding their choices and shaping their decision-making. Existing research establishes a clear link between FOMO and consumer actions, particularly regarding social media and marketing tactics that emphasize exclusivity and urgency. This study explores whether FOMO affects the consumer behavior and purchasing decisions of Gen Z in developing markets. Gaining insight into how generational characteristics align with market opportunities is essential for businesses seeking to engage this audience. The research aims to delve into the FOMO Economy’s role in transforming emerging markets, offering valuable insights for companies looking to connect with Gen Z.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Research Conference on Resilience for Sustainability: Management Practices and Strategies for the Future (IRC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
29 September 2025
ISBN
978-94-6463-860-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-860-8_16How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Shardul Durge
AU  - Chaithra K. Poojary
AU  - Pushparaj Kulkarni
AU  - Vivek Pimplapure
PY  - 2025
DA  - 2025/09/29
TI  - Exploring the Potential of Emerging Markets Driven by Generational Fear of Missing Out (FOMO) Targeted at Gen Z
BT  - Proceedings of the International Research Conference on Resilience for Sustainability: Management Practices and Strategies for the Future (IRC 2025)
PB  - Atlantis Press
SP  - 226
EP  - 242
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-860-8_16
DO  - 10.2991/978-94-6463-860-8_16
ID  - Durge2025
ER  -