The Influence of Social Comparison in Social Media on Impulsive Purchasing Decisions: The Role of FOMO and Self-Image

Abstract

Social media, particularly visual platforms such as Instagram, TikTok, and Facebook, has become a primary arena for social interaction and consumption for Generation Z, fundamentally altering consumer behavior. Purchasing decisions are increasingly driven by digital stimuli. This research aims to analyze the underlying psychological mechanisms. This systematic literature review analyzes and synthesizes 9 journal articles to examine the central role of social comparison as a primary mediator between social media usage and purchasing decisions. The method employed is a descriptive narrative review. The findings indicate that the influence of social media on purchases operates through distinct psychological pathways. The first pathway is through Fear of Missing Out (FOMO); studies indicate that social comparison significantly and positively triggers FOMO, which subsequently drives impulsive purchasing behavior aimed at following trends. The second pathway is through self-image; Exposure to comparatively-heavy social media has been shown to negatively impact self-image, triggering impulsive buying (particularly fashion products) in an effort to achieve an ideal self-image. However, this review also identifies a critical gap: the influence of social comparison is often difficult to dissentangle from economic variables. One study found that discounts are a stronger purchasing driver than social media exposure. Furthermore, the influence varies across platforms; Facebook demonstrates minimal impact, while Instagram is influenced by influencer appeal and TikTok by price factors. It is concluded that social comparison is a crucial mediator; however, future research must methodologically separate psychological drivers (social comparison) from economic drivers (discounts).