Fomo and instagram influencers: a systematic review on millennial buying behavior in digital marketing
Abstract
This systematic literature review examines the influence of Instagram influencers and Fear of Missing Out (FOMO) on millennial consumer behavior. Analyzing 45 studies published between 2019 and 2024, the review highlights that influencer credibility enhances trust and purchase intentions, while FOMO acts as a strong emotional trigger for impulsive buying. Parasocial interactions between consumers and influencers further strengthen brand engagement and advocacy. Bibliometric analysis indicates a research convergence on emotional marketing and social influence. The findings underscore the need for ethical strategies that balance emotional appeal with consumer well-being, offering insights for future research and digital marketing practices.
How strong is the evidence?
Evidence Hub reads this as a systematic review. Its evidence level is 1 of 5 (Highest · pooled evidence). Pooled evidence from several studies sits at the top of the evidence pyramid.
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