Financial Behavior Patterns Of Generation Z: Netnographic Analysis of the Fear of Missing Out (FoMO) Phenomenon
Year: 2024
Type: article
Abstract: The purpose of this qualitative research is to identify the financial behavior patterns of Gen Z related to the FoMO phenomenon. This research uses a netnographic research method. The research period is September 21 to November 20, 2024. The research data consists of comments analyzed from content related to clothing, food, beauty, and finances of Gen Z on Instagram and TikTok applications. The results of the study indicate that Gen Z tends to be hedonistic and impulsive, especially focusing on price and free shipping when shopping online. Although Gen Z strives to invest and save money, their financial balance is easily influenced by social media advertisements, influencer reviews, and free shipping, which encourages Gen Z to become FoMO. This is evidenced by the presence of content related to clothing, food, and beauty, indicating that high interest in the content is influenced by reviews from influencers. Gen Z tends to use Pay Later to get online shopping promotions. With the research results above, financial education content really helps Gen Z to be more aware in managing their finances so that they can control FoMO behavior that leads to hedonism and impulsive attitudes that ultimately lead to doom spending. With the function of educational content, it is hoped that Gen Z can make better use of their finances, so as to avoid hedonism and consumerism.
Authors: Siti MU’AWIYAH, Jurana JURANA
Institution: Tadulako University
Language: English
Subfield: Accounting
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405530894