Today, internet and technology have become an inseparable part of daily life. People who are afraid to be left behind from the experiences and products offered by e-commerce seem to suffer FOMO. Besides, the influences from the contents provided by e-commerce tend to make consumers afraid to be left behind from the information or the products offered causing impulsive actions. Therefore, this research aimed to discover the effects of social media content on impulse buying tendencies mediated by FOMO and to see the effects of social media content on online impulse buying through intervening impulse buying tendencies. This study is novel because it involves e-commerce companies providing information and practicality to consumers and also includes the factor of centennials generations who are familiar with the technology. The data collection method employed an online questionnaire with a purposive sampling technique consisting of 202 people as the respondent. This study used Structural Equation Modelling (SEM) with the aid of AMOS 26 software, which showed that SMC positively and significantly could make individuals felt FOMO which led to impulsive online buying.