This research explores the significant influence of social media buzz (SMB) and fear of missing out (FOMO) on live event attendance decisions among Generation Y and Generation Z consumers in Eastern India. Using a quantitative survey approach with 50 respondents, this study examines how digital social dynamics influence offline consumption behaviors. The findings demonstrate that social media platforms significantly amplify event visibility, with 78% of respondents indicating that social media buzz considerably influences their attendance decisions (Hennig-Thurau et al., 2010). FOMO emerged as a critical psychological driver, with 72% of respondents acknowledging its impact on spontaneous event participation (Przybylski et al., 2013). Generational differences were observed, with Gen Z showing marginally higher susceptibility to FOMO (74%) compared to Gen Y (68%). The research provides empirical evidence that social media marketing strategies combined with FOMO-inducing promotional tactics create synergistic effects on event attendance, particularly for digital-native generations (Boyd, 2014). These insights have important implications for event marketers, social media strategists, and experiential commerce professionals in South Asian markets..
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