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TikTok Influencer Study Finds FOMO Drives Gen Z Buying Decisions More Than Credibility
A new study by Edi Komara and Dwi Putri Aprilia Zulfiati from STIE Indonesia Banking School, Indonesia, reveals that psychological and social factors play a larger role in Generation Z purchasing decisions on TikTok than traditional influencer qualities such as attractiveness and credibility. Published in 2026 in the Jurnal Multidisiplin Madani (MUDIMA), the research examined how followers of TikTok influencer Reizuka Ari respond to endorsement content and what factors most strongly influence their intention to buy promoted products. The findings suggest that the fear of missing out, commonly known as FOMO, and emotional connections with influencers are more powerful drivers of consumer behavior than trustworthiness or physical appeal.
The results offer important insights for brands, marketers, content creators, and policymakers seeking to understand how social media platforms are reshaping consumer decision-making among younger generations.
Social Media Is Redefining Digital Marketing
The rapid growth of TikTok has transformed the way companies reach consumers. Unlike traditional advertising, influencer marketing relies on personal communication, storytelling, and audience engagement to encourage product purchases.
Generation Z, born into the digital era, represents one of TikTok’s most active user groups. This demographic spends significant time consuming short-form video content and interacting with influencers whose recommendations often influence purchasing behavior.
As businesses increasingly invest in influencer marketing, understanding the psychological mechanisms behind consumer responses has become a major focus for marketing researchers.
Previous studies have shown that factors such as influencer credibility, attractiveness, social influence, and emotional attachment can affect purchase intention. However, findings have often been inconsistent, particularly regarding whether trustworthiness and physical appeal remain important in modern social media environments.
The new study provides fresh evidence from Indonesia’s rapidly growing TikTok ecosystem.
How the Research Was Conducted
The researchers used a quantitative survey approach to examine how four variables influence purchase intention among Generation Z followers of Reizuka Ari on TikTok.
The variables included:
- Trustworthiness
- Attractiveness
- Parasocial interaction
- Fear of Missing Out (FOMO)
Data were collected through online questionnaires distributed to active TikTok users who had previously viewed Reizuka Ari’s endorsement content.
A total of 130 respondents participated in the study. Most respondents were between 20 and 22 years old, accounting for 86.2 percent of the sample, while 83.8 percent were female.
The researchers analyzed the data using Partial Least Squares Structural Equation Modeling (PLS-SEM), a statistical method commonly used to evaluate relationships among multiple variables. The model explained approximately 78 percent of the variation in purchase intention, indicating strong predictive power.
Key Findings
FOMO Was the Strongest Driver of Purchase Intention
Among all variables examined, Fear of Missing Out emerged as the most influential factor.
The analysis found a strong positive relationship between FOMO and purchase intention, with a statistical coefficient of 0.428 and a highly significant result.
Researchers found that many users are motivated by concerns about missing trends, viral products, or social experiences that others are discussing online.
In the TikTok environment, purchasing a promoted product can become part of participating in a broader social conversation.
Emotional Bonds With Influencers Matter
The study also found that parasocial interaction significantly increases purchase intention.
Parasocial interaction refers to the one-sided emotional relationship followers develop with influencers through repeated exposure to their content.
The analysis showed a significant positive effect with a coefficient of 0.208. Followers who felt emotionally connected to Reizuka Ari were more likely to consider purchasing endorsed products.
Researchers suggest that audiences often perceive influencers as trusted friends, even without direct personal interaction.
Attractiveness Had No Significant Effect
Contrary to conventional marketing assumptions, the influencer’s attractiveness did not significantly influence purchase intention.
Although respondents generally viewed Reizuka Ari as appealing and engaging, the statistical relationship between attractiveness and purchasing decisions was not strong enough to be considered significant.
The finding suggests that visual appeal alone may no longer be sufficient to persuade Generation Z consumers to make purchases.
Trustworthiness Also Failed to Predict Purchases
The study produced another unexpected result regarding credibility.
While followers generally considered Reizuka Ari trustworthy, trustworthiness did not significantly affect purchase intention.
Researchers found that credibility remains important for maintaining audience relationships, but it was not a decisive factor in motivating actual purchasing behavior within this sample.
This finding challenges traditional endorsement theories that emphasize credibility as a primary driver of consumer decisions.
Why Psychological Factors Are Becoming More Important
The findings suggest that digital consumer behavior is increasingly shaped by social experiences and emotional engagement rather than by rational evaluation alone.
TikTok’s recommendation algorithm continuously exposes users to trending products, viral challenges, and influencer content. This environment can create a sense of urgency and social participation that encourages immediate purchasing decisions.
The study indicates that Generation Z consumers are highly responsive to:
- Trend participation
- Social belonging
- Emotional attachment
- Community engagement
- Viral content dynamics
These factors may have greater influence than traditional endorsement attributes such as physical attractiveness or perceived expertise.
Implications for Businesses and Marketers
The research offers several practical lessons for brands seeking to improve influencer marketing performance.
Rather than focusing exclusively on influencer popularity or appearance, companies may achieve stronger results by creating campaigns that encourage emotional engagement and social participation.
The researchers recommend:
- Developing authentic influencer-audience interactions.
- Creating content that encourages community involvement.
- Leveraging limited-time offers and trend-based campaigns.
- Building stronger emotional connections between creators and followers.
- Encouraging influencers to maintain consistent and personal communication styles.
For businesses targeting Generation Z, these strategies may be more effective than relying solely on celebrity status or visual appeal.
Academic Perspective
According to Edi Komara and Dwi Putri Aprilia Zulfiati of STIE Indonesia Banking School, consumer behavior on TikTok is increasingly driven by psychological and social motivations. Their findings indicate that the fear of being excluded from trends and the emotional relationships followers develop with influencers play a more significant role in purchase intention than traditional endorsement characteristics such as attractiveness and trustworthiness.
The researchers conclude that successful influencer marketing in the TikTok era depends on creating meaningful social experiences rather than simply promoting products through popular personalities.
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