From Fear to Sharing: How Digital Marketing Triggers FOMO and Customer Engagment to Drive E-WOM for Nike Shoes In Indonesia

Riza Aqil Wafi; Firdaus Firdaus; Hendar Prihardi; Jumai Jumai

doi:10.70716/emis.v4i3.777

Authors

Riza Aqil Wafi Department of Management, University of Muhammadiyah Semarang, Indonesia Author
Firdaus Department of Management, University of Muhammadiyah Semarang, Indonesia Author https://orcid.org/0000-0003-1493-9839
Hendar Prihardi Department of Management, University of Muhammadiyah Semarang, Indonesia Author
Jumai Department of Management, University of Muhammadiyah Semarang, Indonesia Author

DOI:

https://doi.org/10.70716/emis.v4i3.777

Keywords:

digital marketing, fear of missing out (FOMO), customer engagement, electronic word of mouth (e-WOM), Nike

Abstract

The rapid growth of digital marketing has intensified psychological responses such as Fear of Missing Out (FOMO) and customer engagement, particularly among consumers who actively interact with brands through digital platforms. This phenomenon is increasingly relevant in Indonesia, where global footwear brands such as Nike extensively utilize digital marketing strategies. Grounded in the Stimulus-Organism-Response (S-O-R) framework, this study examines the influence of digital marketing on FOMO, customer engagement, and electronic word of mouth (e-WOM) among Nike consumers in Indonesia. A quantitative approach was employed through a survey involving 200 respondents who had purchased Nike products and were exposed to Nike digital marketing content. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results reveal that digital marketing has a positive and significant effect on FOMO, customer engagement, and e-WOM. Customer engagement also positively and significantly influences e-WOM and mediates the relationship between digital marketing and e-WOM. In contrast, FOMO does not significantly affect e-WOM and fails to mediate the relationship between digital marketing and e-WOM. These findings indicate that customer engagement plays a more important role than FOMO in encouraging consumers to share experiences and recommendations online. The study extends the application of the S-O-R framework by demonstrating that engagement represents a stronger mechanism than psychological urgency in generating e-WOM behavior for high-involvement products. The findings also provide practical implications for engagement-oriented digital marketing strategies.

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