<![CDATA[The rapid advancement of digital technology has transformed the music industry, with streaming platforms such as Spotify competing intensely to maintain user loyalty. This study aims to examine how Spotify constructs Fear of Missing Out (FOMO) through its marketing communication strategy, particularly the annual Spotify Wrapped campaign, and to identify the psychological and cultural implications of this strategy for Generation Z, a gap that previous research on FOMO, Spotify, and popular culture has rarely examined in an integrated manner. A qualitative literature review method was employed, synthesizing peer-reviewed journal articles, research publications, and industry reports on digital marketing communication, consumer behavior, and the FOMO phenomenon. The results show that Spotify transforms personalized user data into an aesthetically appealing social identity, or social badge, through data storytelling, encouraging users to voluntarily share their Wrapped results and thereby generating widespread FOMO among non-users and less active users. As a literature review, this study is limited by its reliance on secondary sources and the absence of primary empirical validation; nonetheless, its implications indicate that this FOMO-based strategy heightens social anxiety, social pressure, and digital dependency among younger users, while also accelerating the penetration of global popular culture at the expense of national cultural values. The novelty of this study lies in integrating digital marketing communication, media psychology, and cultural resilience into a single analytical framework, offering new insight into how algorithm-driven marketing shapes both consumer psychology and cultural identity among Generation Z.]]>
