THE INFLUENCE BRAND EQUITY AND FOMO ON SOCIAL MEDIA MARKETING FOR MIXUE ICE CREAM & TEA

Abstract

This study aims to analyze the influence of brand equity and Fear of Missing Out (FOMO) on social media marketing for Mixue Ice Cream & Tea among Generation Z consumers in Indonesia. The increasingly competitive food and beverage industry requires companies to build not only brand awareness but also emotional engagement through digital marketing strategies. Strong brand equity is believed to increase consumer perceptions of value, trust, and loyalty. On the other hand, the rapidly growing FOMO phenomenon in the social media era also encourages consumer behavior. This study uses a quantitative approach with a survey method of consumers who actively follow Mixue's social media accounts. The results show that brand equity has a positive effect on the effectiveness of social media marketing. In addition, FOMO has also been shown to have a positive influence on increasing consumer engagement, purchase intentions, and participation in digital campaigns. Simultaneously, brand equity and FOMO contribute significantly to the success of social media marketing strategies. These findings emphasize the importance of integrating brand value strengthening and utilizing FOMO-based consumer psychology in designing digital marketing strategies. The implications of this research are also expected to be a reference for F&B business actors in optimizing social media as a means of building loyalty and increasing brand competitiveness in the post-digital era.