The concept of Fear of Missing Out (FOMO) has become a pivotal psychological element impacting consumer behavior in the realm of digital connectivity. This study delves into the influence of FOMO on students' impulsive purchasing habits, with a particular focus on the roles played by social media exposure, scarcity marketing tactics, and emotional urgency. Anchored in the Stimulus–Organism–Response (S-O-R) framework (Mehrabian and Russell, 1974) and Social Comparison Theory (Festinger, 1954), the research explores how digital stimuli from the external environment can provoke internal psychological responses that lead to impulsive buying decisions. Employing a quantitative research methodology, the study collected primary data from a sample of 545 higher education students through a structured questionnaire. The measurement of FOMO utilized the scale developed by Przybylski, Murayama, DeHaan, and Gladwell (2013). To test the hypothesized relationships, statistical techniques such as correlation, regression, and mediation analysis were applied. The findings demonstrate a robust positive correlation between FOMO and impulsive buying behavior, consistent with previous research (Good and Hyman, 2020). Additionally, both social media exposure and scarcity cues significantly impact FOMO, while emotional urgency serves as a partial mediator in the relationship between FOMO and impulsive buying. This study enriches the expanding literature on digital consumer psychology by integrating emotional and social influences into a comprehensive model. It also provides valuable insights for marketers aiming to develop effective and ethically responsible strategies. In summary, the research emphasizes the growing role of psychological triggers in shaping consumer decision-making within contemporary digital marketplaces.