FEAR OF MISSING OUT (FOMO) AND IMPULSIVE BUYING IN THE TIKTOK ECOSYSTEM: A SYSTEMATIC REVIEW FROM A SHARIA ECONOMICS PERSPECTIVE

Abstract

The integration of entertainment, social interaction, and commerce on TikTok has created a digital environment in which consumers are continuously exposed to trends, influencers, limited-time promotions, and instant purchasing facilities. This study systematically synthesizes evidence on Fear of Missing Out (FOMO) and impulsive buying within TikTok and related live-social commerce environments and evaluates the phenomenon from an Islamic economics perspective. A Systematic Literature Review was conducted using 26 verified empirical studies, supported by methodological and Islamic consumption literature. The synthesis demonstrates that FOMO is consistently associated with impulsive buying, either as a direct predictor, a mediator linking scarcity, discounts, influencers, and streamer-related stimuli to purchases, or a moderator strengthening value-driven purchase urges. Parasocial interaction, social presence, hedonic motivation, trust, electronic word-of-mouth, payment convenience, and self-control further shape the process. From an Islamic economics perspective, spontaneous purchasing is not inherently prohibited. Ethical concerns emerge when FOMO-driven consumption becomes excessive, wasteful, financially irresponsible, or detached from genuine utility. Maslahah, qana'ah, wasathiyah, self-control, and the avoidance of israf and tabdzir provide a normative framework for responsible digital consumption and ethical affiliate marketing.