Dataset of Generational Psychology in Digital Branding: A Comparative Study of FOPO and FOSI in Pre-Digital vs. Digital Consumers

The digital transformation of consumer culture has intensified the psychological dynamics of fear of other people’s opinions (FOPO) and fear of social isolation (FOSI), particularly within the luxury branding domain. This study investigates the generational differences between digital and pre-digital consumers regarding FOPO and FOSI and their implications for purchasing behavior toward Louis Vuitton products in the Greater Jakarta region. Utilizing a quantitative approach, data were collected through structured questionnaires and analyzed using the Mann-Whitney U test to compare FOPO and FOSI levels across generational cohorts. Results show statistically significant differences: digital-era consumers exhibit higher FOSI, driven by increased dependence on social media platforms, whereas pre-digital consumers show greater FOPO, emphasizing the enduring influence of social validation. The novelty of this study lies in its empirical linkage between digitally mediated psychological fears and luxury brand marketing strategies in a Southeast Asian context—an area that remains underexplored. This research contributes to digital business scholarship by introducing FOPO and FOSI as digital-era consumer behavior metrics that can guide personalization, exclusivity, and community-based branding. As a recommendation, luxury brands should tailor digital marketing strategies to align with generational preferences—leveraging exclusivity and curated content for pre-digital consumers, and fostering social belonging and visibility for digital-native audiences. These insights are pivotal for advancing adaptive, tech-enabled branding in global luxury markets.