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The Use of FOMO Theory in Marketing

Year 2023, Volume: 2 Issue: 1, 50 - 63, 30.06.2023

Asuman Bihter Civelek , Mehmet Tığlı

Abstract

Fear, fear of loss, fear of missing out. Fear is a phenomenon as old as human history and manifests itself in various forms in our modern lives. The age of technology we live in has brought new concepts into our lives such as new media, social media, social networking, apps, virtual reality, artificial intelligence, Metaverse, etc. We are going through a digital change, a transformation. In parallel, we are also undergoing changes and transformations in the sociological, psychological, economic and cultural spheres. FOMO is considered the symbol of this digital age. It was first discussed in the early 2000s as a marketing strategy and defined as the motivation behind human behavior. It is an important phenomenon influencing consumer behavior. This study addresses the relationship between FOMO and marketing and analyzes the link between FOMO theory and marketing and consumer behavior. In addition, FOMO scales are included.

Keywords

FOMO Fear of Missing Out Consumer Behavior Social Media

References

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  • Anwar, Z., Fury, E., & Fauziah, S. (2020). The fear of missing out and usage intensity of social media. In 5th ASEAN Conference on Psychology, Counselling, and Humanities (ACPCH 2019) (pp. 183-187). Atlantis Press.
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FOMO Teorisinin Pazarlama Alanında Kullanımı

Year 2023, Volume: 2 Issue: 1, 50 - 63, 30.06.2023

Asuman Bihter Civelek , Mehmet Tığlı

Abstract

Korku, kaybetme korkusu, fırsatları kaçırma korkusu. İnsanlık tarihi kadar eski bir olgu olan korku modern dünyada hayatlarımızda farklı biçimlerde tezahür buluyor. İçinde bulunduğumuz teknoloji çağında, yeni medya, sosyal medya, sosyal ağlar, uygulamalar, sanal gerçeklik, yapay zekâ, metaverse gibi birçok yeni kavram hayatlarımıza girdi. Dijital anlamda bir değişim, dönüşüm yaşıyoruz. Bu değişimin ve dönüşümün paralelinde sosyolojik, psikolojik, ekonomik ve kültürel alanda da değişim ve dönüşümler yaşanıyor. FOMO, bu dijital çağın bir simgesi olarak tanımlanmaktadır. Pazarlama stratejisi olarak ilk defa 2000’li yılların başında ele alınmış ve insan davranışlarının arkasındaki motivasyon olarak tanımlanmıştır. Tüketici davranışlarını etkileyen önemli bir olgudur. Bu çalışmada FOMO ve pazarlama ilişkisi ele alınarak FOMO teorisinin pazarlama ve tüketici davranışları ile olan ilişkisi incelenmiştir. Ayrıca geliştirilen FOMO ölçeklerine yer verilmiştir.

Keywords

FOMO Gelişmeleri Kaçırma Korkusu Tüketici Davranışları Sosyal Medya

References

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  • Albors, J., Ramos, J., & Hervas, J. (2008). New learning network paradigms: Communities of objectives, crowdsourcing, wikis and open source. International journal of information management, 28(3), 194-202.
  • Albayrak, E. (2021). Erasmus öğrencilerinin sosyal medya kullanımları ve “anı kaçırma korkusu” (FoMO). Aksaray İletişim Dergisi, 3(1), 105-130.
  • Aliçavuşoğlu, Ç., & Boyraz, E. (2019). Kendimi biliyorum, kork (m) uyorum! Yenilikleri kaçırma korkusu (FoMO) ve sosyal medya bağımlılığında dijital üstbilişin rolü. Uluslararası Sosyal ve Beşeri Bilimler Araştırma Dergisi, 6(33), 682-697.
  • Alt, D. (2015). College students’ academic motivation, media engagement and fear of missing out. Computers in Human Behavior, 49, 111-119.
  • Alt, D. (2017). Students’ social media engagement and fear of missing out (FoMO) in a diverse classroom. Journal of Computing in Higher Education, 29(2), 388- 410.
  • Anwar, Z., Fury, E., & Fauziah, S. (2020). The fear of missing out and usage intensity of social media. In 5th ASEAN Conference on Psychology, Counselling, and Humanities (ACPCH 2019) (pp. 183-187). Atlantis Press.
  • Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019). The future of social media in marketing. Journal of the Academy of Marketing Science. Doi:10.1007/s11747-019-00695-1
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  • Arısoy, C. (2021). FOMO ile çocuk ve gençler arasındaki ilişkinin dijital okuryazarlık bağlamında değerlendirilmesi. In D. Aydın Aslaner, F. Sabırcan, & A. İ. Ceyhan (Ed) Dijital Pazarlama İletişimi (ss. 109-136). İstanbul: Kriter Yayınevi.
  • Aslan, E. Ş., & Yıldız, S. (2018). Markam reklamlarında kullanılan korku çekiciliği üzerine nitel bir araştırma. Atatürk İletişim Dergisi, (15), 59-88.
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  • Aydin, D., Selvi, Y., Kandeger, A., & Boysan, M. (2021). The relationship of consumers’ compulsive buying behavior with biological rhythm, impulsivity, and fear of missing out. Biological Rhythm Research, 52(10), 1514-1522.
  • Bagozzi, R. P., & Moore, D. J. (1994). Public service advertisements: emotions and empathy guide PSAs. Journal of Marketing, 58(1), 56.
  • Baker, Z. G., Krieger, H., & LeRoy, A. S. (2016). Fear of missing out: Relationships with depression, mindfulness, and physical symptoms. Translational Issues in Psychological Science, 2(3), 275.
  • Baumeister, R. F., & Leary, M. R. (2017). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Interpersonal development, 57-89.
  • Bekman, M. (2020). Halkla ilişkiler uygulamalarında dijital medyanın kullanımı: Sosyal medya bağımlılığının, FOMO ve kompülsif çevirimiçi satın almada aracılık rolü [Ph.D. dissertation]. İstanbul: Marmara Üniversitesi, SBE.
  • Beyens, I., Frison, E., & Eggermont, S. (2016). “I don’t want to miss a thing”: Adolescents’ fear of missing out and its relationship to adolescents’ social needs, Facebook use, and Facebook related stress. Computers in Human Behavior, 64, 1-8.
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Details

Primary Language English
Subjects Digital Marketing, Consumer Behaviour
Journal Section Reviews
Authors

Asuman Bihter Civelek 0000-0001-8000-3954

Mehmet Tığlı 0000-0002-0740-0950

Publication Date June 30, 2023
Published in Issue Year 2023 Volume: 2 Issue: 1

Cite

APA Civelek, A. B., & Tığlı, M. (2023). The Use of FOMO Theory in Marketing. Turkish Journal of Marketing Research, 2(1), 50-63.
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