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This thesis explores the impact of Fear of Missing Out (FOMO) on online buying behavior, focusing on the moderating role of privacy concerns. It identifies key FOMO-related factors such as influencer influence, personalized ads, and social media engagement, utilizing data from 513 respondents analyzed through AMOS and SPSS. The findings indicate that social media engagement significantly affects online purchasing behavior, and privacy concerns play a crucial moderating role in this relationship, contributin

Author

tdoan4138

Language

EN