A groundbreaking new study recently published in the prestigious journal PLOS One offers fresh insights into the complex interplay between young consumers’ experiences of FOMO—the fear of missing out—and their relationships with social media influencers, revealing surprising effects on social, psychological, and financial well-being. While the growing influence of social media on consumer behavior is no secret, this research probes deeper into how these dynamics shape modern shopping habits and mental health in a digital age defined by hyperconnectivity and trend chasing.
The fear of missing out has traditionally been understood as anxiety related to missing social events or experiences that one’s peers are enjoying. However, this study pioneers a nuanced conceptual expansion by identifying a subtype of FOMO specifically tied to fashion trends, particularly in online shopping environments. This novel approach allows a refined understanding of digital consumer psychology, examining how young adults’ fear of lagging behind stylistic currents compels them to engage with social media influencers and influences their well-being.
Drawing from a robust sample of 863 online U.S. participants aged 18 to 40, the research employed an experimental methodology that involved detailed assessments of participants’ FOMO levels, attachment to social media influencers, purchasing behavior via social media endorsements, and their subjective evaluations of social, psychological, and financial health. This tripartite well-being framework was designed to map the multifaceted impact that digital consumption, driven by influencer culture, exerts on an emerging generation. The findings underscore a significant reduction in well-being for individuals experiencing high FOMO, confirming earlier literature that associates missing out with adverse emotional states.
Intriguingly, the study also reveals a counterintuitive buffering factor: a strong sense of attachment to social media influencers corresponds with enhanced feelings of social and psychological well-being. This suggests that parasocial relationships—one-sided bonds where followers develop emotional connections with public figures—may compensate for some of the insecurities introduced by FOMO. Followers who perceive influencers as relatable or aspirational “friends” might gain emotional gratifications that ameliorate social anxieties and psychological distress associated with trend-related pressures.
These findings highlight how influencer marketing functions not simply as a commercial tool but as a psychosocial phenomenon that affects consumers’ emotional landscapes. The authors, led by Abbey Bartosiak during her doctoral research at The Ohio State University, argue that influencer-follower dynamics provide consumers with tailored lifestyle templates that can increase feelings of inclusion and personal satisfaction when purchasing recommended products. Such satisfaction strengthens the user’s psychological sense of agency and social connectedness, and could elucidate why influencer marketing remains a dominant and growing force in e-commerce.
Perhaps most surprising is the study’s discovery that, contrary to conventional assumptions, stronger attachments to influencers did not negatively impact participants’ financial well-being. Initially hypothesized to correlate with financial regret due to impulsive purchasing, the data rather indicated improved financial self-assessments among highly attached followers. While the measures were self-reported and subjective, the result challenges notions that influencer-driven shopping inherently leads to detrimental economic consequences for young consumers. This paradoxical finding invites further inquiry into the mechanisms underpinning follower financial confidence and the potential long-term impacts of digital consumerism.
The rapid acceleration of influencer marketing—expanding from roughly 4,000 firms in 2019 to more than 7,300 in 2021, predominantly on platforms like Instagram—has redefined brand-consumer interaction. Researchers noted that this shift reflects not only changes in marketing tactics but also a transformation in consumer identity and behavior, particularly among younger demographics who are immersed in social media ecosystems from adolescence into adulthood. The study argues that understanding these changes requires interdisciplinary approaches that integrate consumer science, psychology, and marketing strategy.
From a methodological perspective, the researchers utilized validated psychometric instruments to capture the multidimensional constructs of well-being and parasocial attachments, alongside behavioral indexes of purchasing frequency based on influencer endorsements. This systematic approach lends rigor to disentangling causal or correlational relationships among FOMO, social media attachments, and well-being outcomes. Although the cross-sectional nature of the study limits causal inference, the robust sample size and comprehensive measures offer valuable empirical contributions to digital consumer research.
Experts involved in the study underscore the paradox that while influencer connections may enrich subjective well-being, there remain substantial concerns about potential overconsumption and its long-term ramifications. Food for thought arises regarding whether the psychological benefits of feeling connected and ‘in trend’ might eventually be offset by financial strain or diminished autonomy if consumer patterns escalate unchecked. The authors advocate for continued research into these longitudinal effects to inform policymakers, marketers, and mental health professionals about the evolving landscape.
Co-author Cäzilia Loibl, a professor and chair of consumer sciences at Ohio State, highlighted that the study is among the first to empirically verify fashion-related FOMO as a distinct and impactful phenomenon. This contributes to a broader understanding of social media as a locus of both opportunity and risk for young consumers negotiating identity, social belonging, and fiscal responsibility simultaneously. The complexity exposed by the research challenges simplistic narratives around social media’s role in consumer well-being and calls for more nuanced strategies in managing digital influence.
The study also provides insights into the nature of parasocial relationships, which appear to afford followers psychosocial benefits analogous to real-life interpersonal connections, albeit in a mediated environment. These relationships can create a sense of belonging and validation that may be especially salient for younger individuals navigating formative social and economic transitions. Marketers and mental health scholars alike should attend to how these digital bonds moderate experiences of anxiety and fulfillment in commerce and social interaction.
Looking forward, the authors express intentions to unravel the perplexing financial well-being findings through prospective studies employing objective economic data, which may clarify whether perceived financial comfort aligns with actual fiscal health. Such work can furnish actionable knowledge on how influencer engagement shapes spending habits, budgeting, and economic behaviors, providing a firmer footing for consumer education and digital literacy initiatives.
This pioneering research offers a pivotal step toward dissecting the dual-edged sword of social media and influencer culture: enhancing social and psychological well-being for some while perpetuating fear and vulnerability for others. As digital marketplaces grow ever more sophisticated, understanding these psychological undercurrents will be crucial to fostering healthier consumer ecosystems and safeguarding young adults’ holistic well-being in an increasingly online world.
Subject of Research: People
Article Title: Fear of missing out, social media influencers, and the social, psychological and financial wellbeing of young consumers
News Publication Date: 15-Apr-2025
Web References: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0319034
References: Bartosiak, A., Loibl, C., Lee, J.E. (2025). Fear of missing out, social media influencers, and the social, psychological and financial wellbeing of young consumers. PLOS One. DOI: 10.1371/journal.pone.0319034
Keywords: FOMO, social media influencers, consumer well-being, digital marketing, parasocial relationships, psychological well-being, financial well-being, social well-being, influencer marketing, online shopping, young consumers, consumer behavior
