The impact of celebrities on the fear of missing out (fomo) thereby affects the uncontrolled shopping behavior of students in Ho Chi Minh City

Abstract

Young people today tend to consume more comfortably than previous generations; they live in a way of enjoyment and spend more money on personal hobbies. Realizing that, the authors surveyed a group of students in Ho Chi Minh City. The reason is that students are a representative group of young people, and Ho Chi Minh City is a busy place with the most considerable amount of goods consumed in the country. This study uses the quantitative research method as the primary research method for the topic, with 612 survey samples taken using non-probabilistic convenience methods and analyzed through SPSS 20 software. The study has shown the influence of celebrities on the Fear of Missing Syndrome (FOMO) since then—influence on the uncontrolled shopping behavior of students in Ho Chi Minh City.