THE MEDIATING EFFECT OF FEAR OF MISSING OUT ON CONSUMER BEHAVIOR IN THE POST COVID-19 ERA

 The Covid-19 global pandemic has impacted consumers’ purchasing behaviour in the aspect of panic buying. The panic buying behaviour has been sustained even during the post-pandemic time in most countries. The purpose of this conceptual paper is to examine for imminent research whether fear of missing out (FoMO) mediates the relationship between the factors of perceived scarcity, perceived severity and social media engagement, and consumers’ buying behaviour after post COVID-19 pandemic. This study will develop a research model for subsequent empirical testing. The proposed research model assists retailers and marketers to understand the mediating effect of FoMO between the factors of perceived scarcity, perceived severity and social media engagement, and consumers’ buying behaviour.