Fear of Missing Out? A study of Indonesia’s Generation Z in Online Beauty Community
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Abstract
Online Beauty Community provides brands and consumers with necessary apparatus benefit and to develop brand
image. This study investigates the influence of Online Consumer Brand Engagement (OCBE) on purchase
intention within the context of Indonesian Gen Z online beauty communities. It explores factors including Fear of
Missing Out (FOMO), Brand Involvement, and Online Brand Experience contribute to shaping OCBE, which in
turn influences consumers' purchase intention of beauty products. Data analysis from 300 Gen Z participants in
online beauty communities reveals that these factors positively impact OCBE, ultimately leading to increased
purchase intention. The findings confirm that FOMO, brand involvement, positive online experience, and OCBE
all contribute to higher purchase intention. These insights can inform marketing strategies to drive consumer
engagement and business growth. Furthermore, FOMO especially social aspects showed a stronger relationship
than other factors that influence Online Consumer Brand Engagement. Therefore, Indonesian beauty industry can
adopt pull strategy to make Gen Z consumers have the sense of FOMO in turns to increase their purchase intention.
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