The Impact of FOMO on Tiktok Content Marketing Storytelling for One Piece Comic Purchase Decisions

Alberta Adinata; Sudarmiatin Sudarmiatin

doi:10.61132/ijems.v2i2.649

Authors

Alberta Adinata Universitas Negeri Malang
Sudarmiatin Sudarmiatin Universitas Negeri Malang

DOI:

https://doi.org/10.61132/ijems.v2i2.649

Keywords:

Affective Strategies, Narasi Digital, One Piece, Purchase Decision, Tiktok

Abstract

Digital transformation has reconstructed the marketing landscape, presenting TikTok as a narrative and affective space in shaping consumption decisions. This study investigates the interaction between Storytelling Marketing (STM), Electronic Word of Mouth (e-WOM), and Fear of Missing Out (FOMO) in mediating One Piece comic purchase intention. With a PLS-SEM approach to 385 respondents, it was found that STM and e-WOM not only have a direct impact on purchasing decisions, but also form a psychological resonance in the form of FOMO which strengthens consumptive urges. TikTok in this case is not just a medium, but an affective field where perceptions, emotions, and social impulses intertwine, blurring the line between narrative and economic decisions. This finding confirms the role of content strategy as a construction of meaning that activates symbolic ownership through collective emotional urgency.

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