Examining the Role of FOMO, Social Comparison, and Materialism in Social Media Marketing’s Influence on iPhone Repurchase Intention

Abstract

This research applies the Stimulus-Organism-Response (S-O-R) model to examine the influence of Social Media Marketing Effectiveness (SMME) on iPhone repurchase intention among Generation Z consumers in Indonesia. The study analyzes how SMME impacts psychological factors such as Fear of Missing Out (FOMO), social comparison, and materialism, which subsequently shape repurchase intention. Data were collected via an online questionnaire distributed to 285 Gen Z respondents and analyzed using SmartPLS with Structural Equation Modeling (SEM). The results show that SMME significantly enhances FOMO, while social comparison positively influences both FOMO and materialism. Materialism, in turn, significantly increases repurchase intention. However, FOMO does not directly affect repurchase intention. These findings highlight the critical role of materialism as a stronger pathway to repeat purchases compared to FOMO. The study offers theoretical contributions by extending the S-O-R framework to digital marketing research and provides practical insights for smartphone companies to design strategies aligned with Gen Z consumer psychology.