Examining the Role of FOMO in TikTok Storytelling on Purchase Decisions of One Piece Comics
DOI:
https://doi.org/10.61132/ijems.v3i2.1233Keywords:
Affective Strategies, E-WOM, FOMO, Narasi Digital, One PieceAbstract
Digital transformation has reconstructed the marketing landscape, positioning TikTok as a narrative and affective space that significantly shapes consumption decisions. This study investigates the interaction between Storytelling Marketing (STM), Electronic Word of Mouth (e-WOM), and Fear of Missing Out (FOMO) in influencing and mediating One Piece comic purchase intention. Using a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach involving 385 respondents, the findings reveal that STM and e-WOM not only exert a direct effect on purchasing decisions but also generate psychological resonance manifested as FOMO, which further strengthens consumers’ impulsive and consumptive tendencies. In this context, TikTok functions not merely as a digital platform, but as an affective field where narratives, emotions, and social pressures intertwine, blurring the boundaries between storytelling and economic decision-making. The results highlight that content strategies on social media operate as mechanisms of meaning construction that activate symbolic ownership through collective emotional urgency. Thus, consumption behavior is shaped not only by rational evaluation but also by socially constructed emotional experiences embedded within digital interactions on TikTok.
Downloads
References
Aenaya, A. S., Gunawan, F. W. P., Anggraini, N., Nurhasanah, S., & Suryaningsih, Y. (2024). The effect of electronic word of mouth (eWOM) and fear of missing out (FOMO) on impulse buying in Shopee moderated self-control. Journal of Economics, Finance and Management Studies. https://doi.org/10.47191/jefms/v7-i7-19
Alabri, A. (2022). Fear of missing out (FOMO): The effects of the need to belong, perceived centrality, and fear of social exclusion. Human Behavior and Emerging Technologies. https://doi.org/10.1155/2022/4824256
Alianto, S., & Indudewi, Y. R. (2024). Deciphering the influential role of e-service quality, e-WOM, and e-payment in shaping customer purchase decisions in TikTok Shop. Journal of Economics, Finance and Management Studies. https://doi.org/10.47191/jefms/v7-i1-71
Anastasya, A., Misjedi, N. B., Gunawan, M. J., Leo, M., & Tunjungsari, H. K. (2022). The impact of storytelling marketing on brand equity and purchase decisions on Shopee during the Covid-19 pandemic. In Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021). https://doi.org/10.2991/assehr.k.220404.332
Anggia, S. A., Juniwati, W., Pebrianti, W., Heriyadi, & Jaya, A. (2024). Does e-WOM and product quality impact purchase decision in TikTok Indonesia? Ilomata International Journal of Management.
Arta, I. P. S., & Yasa, N. (2019). The role of purchase intention on mediating the relationship of e-WOM and e-WOM credibility to purchase decision. Russian Journal of Agricultural and Socio-Economic Sciences. https://doi.org/10.18551/rjoas.2019-02.06
Atiq, M., Abid, G., Anwar, A., & Ijaz, M. (2022). Influencer marketing on Instagram: A sequential mediation model of storytelling content and audience engagement via relatability and trust. Information. https://doi.org/10.3390/info13070345
Bekman, M. (2022). The mediating effect of FOMO in the effect of audience surveillance on online purchasing behavior. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi.
Chandra, C. A., Putranto, T. D., & Angellie, B. (2023). E-word of mouth brand Bittersweet by Najla via TikTok. Jurnal Komunikasi Global. https://doi.org/10.24815/jkg.v12i2.32640
Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Choi, J. S., & Lim, H. C. (2023). A study on the consumption behavior of local food consumers applying the uses and gratifications theory. Foodservice Management Society of Korea. https://doi.org/10.47584/jfm.2023.26.6.391
Christy, E., & Sirait, T. (2024). The influence of electronic word of mouth through TikTok social media platform on consumer purchase intention on beauty products. Devotion: Journal of Research and Community Service. https://doi.org/10.59188/devotion.v5i8.779
Deniz, M. (2021). Fear of missing out (FoMO) mediates relations between social self-efficacy and life satisfaction. Psicologia, Reflexão e Crítica. https://doi.org/10.1186/s41155-021-00193-w
Dogan, V. (2019). Why do people experience the fear of missing out (FOMO)? Computers in Human Behavior, 90, 1–8.
Fog, K., Budtz, C., & Yakaboylu, B. (2004). Storytelling: Branding in practice. Springer.
Fog, K., Budtz, C., & Yakaboylu, B. (2010). Storytelling: Branding in practice. Springer. https://doi.org/10.1007/978-3-540-88349-4
Fridchay, J., & Reizer, A. (2022). Fear of missing out (FOMO): Implications for employees and job performance. The Journal of Psychology, 156, 257–277. https://doi.org/10.1080/00223980.2022.2034727
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE Publications. https://doi.org/10.3926/oss.37
Hair, J. F., Page, M., & Brunsveld, N. (2021). Essentials of business research methods (5th ed.). Routledge.
Hamdani, N. A., Widiasih, N., Gumilar, I. R., Herlianti, A., & Setiana, S. (2023). Promotion and experiential marketing on purchasing decisions mediated by e-WOM in coffee SMEs. Journal of Eastern European and Central Asian Research.
Hasan, G., & Utami, N. A. D. (2024). The influence of product quality, price, promotion, lifestyle, and e-WOM on purchase decision of thrift apparel mediated by purchase intention. International Journal of Social Science Humanity & Management Research. https://doi.org/10.58806/ijsshmr.2024.v3i2n03
Hasibuan, M. S. P. (2019). Manajemen sumber daya manusia. Bumi Aksara. https://doi.org/10.31219/osf.io/x3j64
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hodkinson, C. (2016). Fear of missing out (FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 20(1–2), 65–78. https://doi.org/10.1080/13527266.2016.1234504
Holidah, S., Wiryaningtyas, D. P., & Praja, Y. (2023). Pengaruh electronic word of mouth (E-WOM) dan flash sale terhadap keputusan pembelian mahasiswa. Jurnal Mahasiswa Entrepreneurship (JME). https://doi.org/10.36841/jme.v2i9.3612
Jing, S. (2024). The role of storytelling in social media marketing in China: A qualitative investigation. International Journal of Academic Research in Business and Social Sciences. https://doi.org/10.6007/IJARBSS/v14-i8/22316
Jo, E. J., Kim, M. J., & Koh, E. Y. (2024). The relationship between anxious attachment and SNS addiction tendencies of college students. Korean Association for Learner-Centered Curriculum and Instruction.
Joshi, S., Domb, M., Chanda, B., & Bais, A. (2022). Evaluating the impact of storytelling ads on consumer purchase intention. Journal of Service Science and Management. https://doi.org/10.4236/jssm.2022.151002
Kao, C. Y., & Huang, C. (2024). Investigating the impact of fear of missing out on inaction inertia in live streaming purchase intention. Aslib Journal of Information Management. https://doi.org/10.1108/AJIM-01-2024-0030
Karunakaran, R., & Selvabaskar, S. (2022). Drivers of Zoomers' OTT consumption. In 2022 International Conference for Advancement in Technology (ICONAT). https://doi.org/10.1109/ICONAT53423.2022.9726064
Kemp, S. (2023). Digital 2023: Global overview report. DataReportal.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Lauwrensia, A. P., & Ariestya, A. (2022). The green storytelling marketing: Influencing consumer purchase decision through environmental consciousness. Jurnal Komunikasi Profesional. https://doi.org/10.25139/jkp.v6i1.4390
Liestia, M. N. (2023). Utilization of uses and gratifications in media use literature during the Covid-19 pandemic. Journal of Social Research. https://doi.org/10.55324/josr.v2i8.1299
Mahmud, D., Heryanto, F. N., Muzaki, H., & Mustikasari, F. (2023). The influence of hedonic motivation, influencer marketing on purchase decision with FOMO as mediation. International Journal of Professional Business Review. https://doi.org/10.26668/businessreview/2023.v8i11.3834
Maulany, S., Nurohmah, N. I., & Aliana, E. N. (2024). The influence of content marketing and e-WOM on social media on purchasing decisions. Return: Study of Management, Economic and Business. https://doi.org/10.57096/return.v3i6.236
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 International Journal of Economics and Management Sciences
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
