DOI - Mendel University Press

DOI identifiers

DOI: 10.11118/ecos2026_043

FOMO EFFECT AND GENERATION Z’S SENSITIVITY TO MARKETING COMMUNICATION TOOLS IN THE CLOTHING INDUSTRY

Marek Záboj1, Lenka Procházková1, Karolína Malinová1
1 Department of Marketing and Trade, Faculty of Business and Economics, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic

The paper examines the influence of the FOMO effect (Fear of Missing Out) on the consumer behaviour of Generation Z in the clothing industry. The aim is to identify factors influencing purchasing decisions with an emphasis on the role of FOMO and to formulate recommendations for marketing communication differentiated according to consumer types. Empirical data come from a quantitative questionnaire survey conducted in October 2025 (n = 295) among respondents born in 1995–2010. Using hierarchical cluster analysis (Ward‘s method, Euclidean distance), respondents were divided into four segments according to the degree of FOMO experienced. Six hypotheses were tested using multiple linear regression (H1–H3) and Spearman‘s correlation coefficient (H4–H6). The results show that FOMO is a statistically significant predictor of sensitivity to time limited offers and sales promotions (p < 0.001) and sensitivity to brand communication content (p < 0.001). At the same time, a positive association was confirmed between the level of FOMO, the intensity of social media use and the frequency of following influencers. On the other hand, FOMO did not appear to be a predictor of the frequency of online purchases or the consideration of sustainability. The results suggest differentiated recommendations for brand communication, which for individuals with high FOMO emphasizes urgency and visual dynamism, while for segments with low FOMO, credibility, transparency and value content.

Keywords: consumer behaviour, generation Z, FOMO effect, marketing communication, clothing industry, cluster analysis, consumer segmentation, social networks, limited time offer

pages: 396-403, online: 2026



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