Recently, the fear of missing out (FOMO) has emerged as one of the most prominent phenomena in consumer behaviour. FOMO has become pervasive today, especially about viral content in the food and beverage industry. Previous studies have identified various factors influencing FOMO across both marketing and non-marketing fields. Therefore, the objective of this conceptual paper is to explore the FOMO phenomenon and uncover the key factors influencing FOMO trends. This conceptual paper proposes five main factors that contribute to FOMO: the influence of social media, provoked feelings due to social media content, personality traits, purchasing behaviour, and the desire to gain experiences similar to others. Additionally, this paper presents a compatible theory and methodology to establish a robust foundation for studying these issues, namely, the Theory of Buyer Behaviour and Behavioural Decision Theory (BDT). Ultimately, this comprehensive discussion of FOMO from the antecedents that influence the consumers is anticipated to contribute valuable insights to the existing body of knowledge.