Effect of Usage of Online Platforms on Levels of Consumer Behaviour, Online Addiction, and FOMO amongst Generation Z

Abstract

This study explores how online platform use influences consumer behavior, fear of missing out (FOMO), and social networking addiction among Generation Z. Social media plays a central role in their daily lives, shaping how they connect, feel, and make decisions. A quantitative design is used with 120 participants aged 14–29 from the Delhi-NCR region. Data is collected using standardized scales and analyzed through correlation, regression, and t-test. The findings show that higher social media use is linked with increased consumer behavior, stronger FOMO, and greater social networking addiction. FOMO is also positively related to both consumer behavior and addiction. Social media use and FOMO significantly predict consumer behavior. The study highlights the strong influence of digital platforms on emotional experiences and behavioral patterns. It concludes that social media use significantly affects consumer behavior, FOMO, and social networking addiction among Generation Z.