From Feeds to Frenzy: A PRISMA-Guided Systematic Review and Bibliometric Analysis of Social Media Marketing and Compulsive Buying Behavior
DOI:
https://doi.org/10.24256/kharaj.v7i4.8595Keywords:
Social Media Marketing, Fear of Missing Out (FoMO), Live Streaming Commerce, Compulsive Buying, Bibliometric AnalysisAbstract
This study employs a systematic literature review with a bibliometric approach to examine how social media marketing, particularly through live streaming and influencer-based strategies, shapes the Fear of Missing Out (FoMO) and fosters compulsive buying behavior in the digital marketplace. Articles were collected from Google Scholar and filtered using the PRISMA model, yielding 31 Scopus-indexed publications analyzed through VOSviewer to visualize keyword co-occurrence and emerging research clusters. The findings reveal that interactive and emotion-driven marketing strategies heighten FoMO, weaken self-regulation, and normalize impulsive and compulsive consumption. This study underscores the importance of ethical digital marketing governance, transparency, and consumer protection, while also recommending future research integrating neuropsychological and cultural perspectives to balance marketing effectiveness with consumers’ digital well-being.
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