The Fandom Pressure Effect: How Social Proof, FOMO and Limited Edition Messages Drive Impulsive Buying
DOI:
https://doi.org/10.59971/jumawa.v2i4.397Keywords:
Fandom Pressure, Social Proof, FOMO, Limited Edition Messages, Impulsive BuyingAbstract
This study investigates the fandom pressure effect by examining how social proof, fear of missing out (FOMO), and limited edition messages influence impulsive buying behavior among anime fans in Makassar. The increasing commercialization of anime fandoms, combined with intense peer interaction and scarcity-driven promotions, creates a social environment that strengthens emotional and behavioral responses among fans. Using a quantitative design, data were collected from 120 active anime fans in Makassar through an online questionnaire and analyzed using multiple regression with SPSS. The findings reveal that the three predictors individually and collectively have a significant positive impact on impulsive buying. Social proof emerges as the strongest determinant, indicating that visible purchasing behaviors and peer endorsements within fan communities substantially shape consumption tendencies. FOMO also plays a critical role, as anxiety about missing exclusive releases heightens spontaneous purchasing decisions. Limited edition messages further reinforce urgency by signaling product scarcity and exclusivity. Overall, the study demonstrates that impulsive buying among anime fans is shaped by interconnected social and emotional pressures embedded in fandom culture. These insights contribute to the understanding of fan consumer psychology and highlight the need for responsible marketing and consumer awareness in pressure-intensive fan environments.
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