The FOMO effect of social media habits on consumers and the return rate of purchases made under this effect

Yıl 2024, Cilt: 14 Sayı: 1, 65 - 80, 08.03.2024

Mine Sönmezay

https://doi.org/10.48146/odusobiad.1210864

Öz

Günümüzde bireyler sosyal medya platformlarında FOMO (Fearing of Missing Out) etkisiyle yüksek düzeyde belirsizlik altında karar almaktadır. Pazarlamacılar için FOMO'nun tüketiciler üzerindeki etkisini araştırmak çok önemlidir. Çevrimiçi platformlardaki pazarlama ve iletişim faaliyetlerinde FOMO, tüketicilerin satın alma davranışlarını artırmaya yönelik dürtüsel bir araç olarak görülmektedir. Özellikle sosyal ağlarda tüketicilerin FOMO'larına yönelik dürtüsel mesajlarla tasarlanan pazarlama ve iletişim uygulamalarının dürtüsel satın alma davranışını tetiklemede rol oynadığı düşünülmektedir. FOMO etkisiyle gerçekleştirilen satın alma kararlarının ardından bireylerin pişmanlık duyma olasılıkları oldukça yüksek görülmektedir. Tüketiciler satın almalarının ardından genellikle ödenen fiyat ile elde edilecek faydayı karşılaştırır ve ödenen fiyatın buna değip değmeyeceği konusunda çeşitli sorgulamalar yaparlar. Bu değerlendirmelerden sonra satın aldıklarına pişman olabilirler. Bu nedenle, FOMO etkisinin, satın alma güdüsünü ne ölçüde etkilediği ve satın alma sonrası pişmanlığı ne ölçüde etkilediği önemli bir araştırma konusudur. Bu araştırma, 8-19 Eylül 2022 tarihleri arasında gerçekleştirilmiştir. Araştırmada kolayda örnekleme yöntemi kullanılmıştır. Araştırma modeli Smart PLS kullanılarak yapısal eşitlik modellemesiyle test edilmiştir. Bu çalışmada sosyal medya kullanımının ve sosyal medya reklamlarının FOMO üzerinde önemli ve pozitif etkiye sahip olduğu ortaya koyulmuştur. Bununla birlikte, FOMO etkisinin dürtüsel satın almayı; dürtüsel satın almanın satın alma sonrası pişmanlığı ve satın alma sonrası pişmanlığın da iade etme eğilimini pozitif yönde etkilediği ortaya koyulmuştur. Hem tüketiciler hem de pazarlama yöneticileri, tüketici pişmanlığının sonuçlarıyla başa çıkmaya hazır olmalıdır. Pişmanlık nedeniyle yaşanan sonuçları ve olumsuz duyguların kapsamını daha iyi anlayarak, hem firmalar hem de bireyler genel refahlarını artırabilecektir.

Anahtar Kelimeler

FOMO, SOSYAL MEDYA, İADE ETME EĞİLİMİ

The FOMO Effect of Social Media Habits on Consumers And The Return Rate of Purchases Made Under This Effect

Öz

Nowadays individuals make decisions under high uncertainty due to the effect of FOMO (Fearing of Missing Out) on social media platforms. It is very important for marketers to research the impact of FOMO on consumers. In marketing and communication activities on online platforms, FOMO is seen as an impulsive tool to increase consumers' purchasing behavior. After purchasing decisions made with the effect of FOMO, the probability of individuals to regret is quite high. After purchasing, consumers often compare the price paid with the benefit and make various inquiries as to whether the price paid is worth it. After these reviews, they may regret their purchase. Therefore, the extent to which the FOMO effect affects purchase motivation and post-purchase regret is an important research topic. The research was carried out between 8-19 September 2022. The convenience sampling method was used in the research. The research model was tested with structural equation modeling using Smart PLS. This study revealed that the use of social media and social media advertisements have a significant and positive effect on FOMO as supporting the literature. In addition, it has been revealed that the FOMO effect has a positive impact on impulsive buying. Impulsive purchasing has a positive effect on post-purchase regret and post-purchase regret has a positive effect on return intention. As a result, both consumers and marketing managers must be prepared to deal with the consequences of consumer regret. By better understanding the extent of negative emotions and consequences experienced due to regret, both firms and individuals will be able to increase their overall well-being.

Anahtar Kelimeler

FOMO, SOCIAL MEDIA, RETURN INTENTION

Kaynakça

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