#INFLUENCEOVERLOAD: EFFECTS OF SOURCES AND TYPES OF VIDEO CONTENT AND THE ROLE OF THE FEAR OF MISSING OUT (FOMO) ON APPAREL PURCHASING BEHAVIORS

Abstract

As TikTok increasingly shaped fashion consumption behaviors among emerging adults, this study examined how content source (influencer-generated vs. brand-generated content) and content type (product review videos vs. haul videos) would influence apparel purchasing intentions and apparel overconsumption behaviors. Additionally, the study investigated the moderating role of the fear of missing out (FOMO) between the relationship of TikTok content and viewers’ apparel buying behaviors. A 2 x 2 between-subject experimental design was employed. Participants were randomly assigned to one of four video conditions combining content source and content type. A total of 126 female-identifying emerging adults aged between 18 and 29 who regularly used TikTok and engaged with fashion-related content completed an online Qualtrics survey. The questionnaire measured social media usage, apparel purchasing intentions, apparel overconsumption, FOMO, and related behavioral constructs. Data were analyzed using independent-sample t-tests and multivariate analysis of variance (MANOVA). Results indicated that influencer-generated content did not have a significantly stronger effect on apparel purchasing behaviors than brand-generated content. Haul videos demonstrated stronger effects than product review videos on participants’ purchase intention, but not for apparel overconsumption. Influencer-generated haul videos showed the strongest influence on ii purchasing behaviors, though findings were mixed. FOMO did not significantly moderate the relationships between content source and either purchase intention or overconsumption. However, FOMO significantly moderated the relationship between content type and purchase intention, while no significant moderating effect was found for overconsumption. Overall, the findings suggest that content type plays a more influential role than content source in shaping apparel-related behaviors on TikTok, and that FOMO selectively strengthens the impact of certain kinds of content, such as haul-style videos. These findings contribute to social media marketing literature by demonstrating ways in which varying content formats influence consumer behaviors. Furthermore, this study highlights implications for brands and influencers seeking to develop social media marketing strategies that are effective in influencing consumer engagement and aligned with social responsibility.