EFFECTS OF SELF-CONGRUENCE AND FEAR OF MISSING OUT ON ONLINE IMPULSE BUYING IN INFLUENCER MARKETING: EVIDENCE FROM YOUNG ADULTS IN THAILAND
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Abstract
This study aims to investigate the influence of self-congruence and fear of missing out (FOMO) on online impulse buying intention in the context of influencer marketing in Thailand. The sample consisted of 334 young adults aged 21-45 years who actively use social media and follow influencers, selected through purposive sampling. Data were collected using an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
The findings revealed that self-congruence (β = -0.279, p < 0.001) and fear of missing out (β = 0.620, p < 0.001) significantly influenced online impulse buying intention. Self-congruence exhibited a negative effect, suggesting that when consumers perceive greater congruence between their self-identity and the influencer-product image, this activates a deliberative cognitive process that functions as a self-regulatory mechanism, inhibiting momentary emotional impulses and thereby reducing impulsive purchasing tendencies. In contrast, FOMO demonstrated a strong positive effect on online impulse buying intention. Furthermore, self-congruence did not significantly influence FOMO (β = -0.097, p > 0.05), indicating that self-congruence, as a deliberative cognitive process, operates independently from FOMO, which constitutes an automatic affective response. These two psychological mechanisms thus function through distinct pathways in shaping consumer behavior.
The findings offer both theoretical and practical implications. Theoretically, this study extends self-congruence theory to the online impulse buying intention context, revealing that self-congruence functions as a cognitive self-regulatory mechanism that inhibits impulsive purchasing behavior. Practically, marketers can apply these findings to design ethically responsible FOMO strategies for driving short-term sales while considering consumer welfare. Moreover, the findings suggest that consumer awareness of these psychological mechanisms plays a critical role in purchasing decisions, providing foundational evidence for the development of media literacy initiatives in the influencer marketing context.
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References
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