As more consumers make purchase decisions based on social media content, digital marketers have become keen to unveil the use of social media content as a marketing tool. In recent years, it has become evident that the role of social media could have a negative effect on consumers, by creating fear and misunderstanding of topical issues and causing panic buying. This study aims to discover whether social media, through the spreading of inaccurate information, maybe responsible for panic buying. Data will be collected and analysed in order to indicate the perceived dominant factors that drove consumers to panic buying. The analysis of the data is aiming to reveal how user-generated content may lead to perceived scarcity and creation of more inaccurate information that will enhance panic buying.