Factors Influencing Self-Expressive Consumption Behavior on Social Media among Generation Z in Ho Chi Minh City

This study identifies the factors influencing self-expressive consumption behavior on social media among Generation Z in Ho Chi Minh City and clarifies the mediating roles of fear of missing out and status anxiety. A mixed-method design was employed. The qualitative phase comprised interviews with five experts and a focus-group discussion with ten Generation Z social media users to refine the model, item wording, and content validity of the scales. In the quantitative phase, 333 responses were collected; after screening, 282 valid questionnaires from respondents aged 18-25 who lived, studied, or worked in Ho Chi Minh City were analyzed using PLS-SEM in SmartPLS 3 with 10000 bootstrap subsamples. Seven of the ten direct hypotheses were supported. Social comparison and materialism increased both fear of missing out and status anxiety. Self-esteem reduced status anxiety but had no significant effect on fear of missing out. Interaction with social media influencers did not significantly affect either mediator. Fear of missing out and status anxiety both increased self-expressive consumption behavior, with fear of missing out producing the stronger effect. Five of the eight specific indirect effects were significant, indicating partial support for the proposed mediating roles. The study provides empirical evidence on the psychological and social mechanisms underlying self-expressive consumption and recommends that firms employ authentic and transparent communication while avoiding excessive exploitation of social-comparison pressure and perceived deficiency among young consumers.