The Phenomenon Of Fomo Among Generation Z Towards Beauty Products On Instagram: A Study Of Tasya Farasya’s Followers

Zulfa; Rino Andreas

Authors

Zulfa Universitas Muhammadiyah Surakarta
Rino Andreas Universitas Sebelas Maret Surakarta

Keywords:

Fear of Missing Out, FOMO, Generation Z, Influencer, Instagram, Social Behavior, Tasya Farasya

Abstract

This study aims to analyze the phenomenon of Fear of Missing Out (FOMO) among Generation Z followers of Tasya Farasya’s Instagram account. Using a qualitative method with a phenomenological approach, the research was conducted through in-depth interviews with five informants and content observations of Tasya Farasya’s Instagram Reels. The findings reveal three main forms of FOMO: as consumptive behavior, as a lifestyle, and as self-comparison. The results indicate that social media not only influences consumer behavior but also serves as a space for identity formation and digital self-expression among Generation Z. Therefore, social media plays a significant role in shaping young people’s perceptions and behaviors toward beauty standards and digital trends.

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