EXAMINING THE EFFECT OF FOMO ON SOCIAL MEDIA LOYALTY WITHIN THE FRAMEWORK OF FLOW EXPERIENCE AND BRAND-SELF CONGRUENCE

Abstract

The aim of this study is to examine the effect of brand-self congruence on Fear of Missing Out (FOMO) and social media loyalty; to examine the effect of FOMO on social media loyalty with the mediating role of flow experience. The study is an descriptive and quantitative study aimed at demystifying the social media loyalty process of users with concepts of brand-self congruence, FOMO and flow experience. In the study, data were collected from 322 social media users by online survey method. The hypotheses of the study were tested with the SPSS AMOS Structural Equation Modeling method. As a result of the analyzes made, brand self congruence has a positive effect on consumers’ FOMO level and social media loyalty, and FOMO has direct and indirect positive effects on social media loyalty. It was also concluded that, flow experience has a partial mediation role on the effect of FOMO on social media loyalty. The results of the study contribute to the notion that when practitioners establish their relationships with consumers within the framework of brand-self Congruence and design the experiential process according to Flow Experience, the FOMO strategies they employ can become more sustainable. The study makes significant contributions to the literature by being the first to conceptualize the formation process of social media loyalty using the concepts of brand-self Congruence, FOMO, and flow experience.

Keywords

• Social Media Loyalty
• Flow Experience
• Brand-Self Congruence.

FOMO’NUN SOSYAL MEDYA SADAKATİ ÜZERİNDEKİ ETKİSİNİN AKIŞ DENEYİMİ VE MARKA-BENLİK UYUMU ÇERÇEVESİNDE İNCELENMESİ

Abstract

Bu çalışmanın amacı, marka-benlik uyumunun, Gelişmeleri Kaçırma Korkusu (FOMO) ve sosyal medya sadakati üzerindeki etkisini; FOMO’nun sosyal medya sadakati üzerindeki etkisinde akış deneyiminin aracılık rolünü incelemektir. Çalışma, kullanıcıların sosyal medya sadakatinin oluşma sürecini marka-benlik uyumu, FOMO ve akış deneyimi kavramlarıyla birlikte aydınlatmaya yönelik tanımlayıcı ve nicel bir çalışmadır. Çalışmada, 322 sosyal medya kullanıcısından çevrim içi anket yöntemi ile veri toplanmıştır. Çalışmanın hipotezleri, SPSS AMOS Yapısal Eşitlik Modellemesi yöntemi ile test edilmiştir. Yapılan analizler neticesinde, marka-benlik uyumunun tüketicilerin FOMO düzeyini ve sosyal medya sadakatini olumlu yönde etkilediği, FOMO’nun sosyal medya sadakati üzerinde doğrudan ve dolaylı olarak olumlu etkileri olduğu görülmüştür. Ayrıca FOMO’nun sosyal medya sadakati üzerindeki etkisinde akış deneyiminin kısmi aracılık etkisi olduğu sonucuna varılmıştır. Çalışmanın sonuçları, uygulayıcılara tüketiciler ile ilişkilerini marka-benlik uyumu çerçevesinde kurup, deneyim sürecini ise akış deneyimine uygun tasarladıklarında kullanacakları FOMO stratejilerinin daha sürdürülebilir bir hale gelebileceği yönünde katkılar sunmaktadır. Çalışma, sosyal medya sadakatinin oluşma sürecini marka-benlik uyumu, FOMO ve akış deneyimi kavramlarını kullanarak kurgulayan ilk çalışma olması ile literatüre anlamlı katkılar sağlamaktadır.

Keywords

• Sosyal Medya Sadakati
• FOMO
• Akış Deneyimi
• Marka-Benlik Uyumu

References

1. Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36 (1), 45-57.
2. Alutaybi, A., Arden-Close, E., McAlaney, J., Stefanidis, A., Phalp, K. & Ali, R. (2019). How can social networks design trigger fear of missing out?. IEEE International Conference on Systems, Man and Cybernetics (SMC) içinde (ss. 3758-3765). IEEE.
3. Anderson, R. E. & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology & Marketing, 20 (2), 123-138. https://doi.org/10.1002/mar.10063
4. Argan, M. & Tokay Argan, M. (2020). Share or worry! Relationship among FOMO, social visibility and conspicuous sharing. Journal of Internet Applications and Management, 11 (2), 63-80.
5. Bentler, P. M. & Chou, C. P. (1987). Practical issues in structural modeling. Sociological Methods & Research, 16 (1), 78-117.
6. Bhargava, V. R. & Velasquez, M. (2021). Ethics of the attention economy: The problem of social media addiction. Business Ethics Quarterly, 31 (3), 321-359.
7. Bilgihan, A., Nusair, K., Okumus, F. & Cobanoglu, C. (2015). Applying flow theory to booking experiences: An integrated model in an online service context. Information & Management, 52 (6), 668-678.
8. Blackwell, D., Leaman, C., Tramposch, R., Osborne, C. & Liss, M. (2017). Extraversion, neuroticism, attachment style and fear of missing out as predictors of social media use and addiction. Personality and Individual Differences, 116, 69-72.

9. Classen, B., Wood, J. K. & Davies, P. (2020). Social network sites, fear of missing out, and psychosocial correlates. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 14 (3), 1-20.
10. Civelek, A.B., (2022). FOMO’nun satın alma davranışlarına etkisi ve bir araştırma. (Yayımlanmış Doktora Tezi). Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
11. Csikszentmihalyi, M. (1975). Beyond boredom and anxiety. San Francisco: Jossey Bass.
12. Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. New York, Harper & Row.
13. Çelik, I. K., Eru, O. & Cop, R. (2019). The effects of consumers’ FoMO tendencies on impulse buying and the effects of impulse buying on post-purchase regret: An investigation on retail stores. Broad Research in Artificial Intelligence and Neuroscience, 10 (3), 124-138.
14. Davey, S., Davey, A., Raghav, S. K., Singh, J. V., Singh, N., Blachnio, A. & Przepiórkaa, A. (2018). Predictors and consequences of "Phubbing" among adolescents and youth in India: An impact evaluation study. Journal of Family & Community Medicine, 25 (1), 35–42.
15. Demircioğlu, M. A. (2018). Examining the effects of social media use on job satisfaction in the Australian public service: Testing self-determination theory. Public Performance & Management Review, 41 (2), 300-327.
16. Ertemel, A. V., Civelek, M. E., Eroğlu Pektaş, G. Ö. & Çemberci, M. (2021). The role of customer experience in the effect of online flow state on customer loyalty. PloS One, 16 (7), 1-15.
17. Escalas, J. E. & Bettman, J. R. (2003). You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands. Journal of Consumer Psychology, 13 (3), 339–348.
18. Ettis, S. A. (2017). Examining the relationships between online store atmospheric color, flow experience and consumer behavior. Journal of Retailing and Consumer Services, 37, 43-55.
19. Evans, F. B. (1959). Psychological and Objective Factors in The Prediction of Brand Choice Ford Versus Chevrolet. The Journal of Business, 32 (4), 340–369.
20. Gerbing, D. W. & Anderson J.C. (1988). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of Marketing Research, 25, 186-192.
21. Goffman, E. (1956). The presentation of self in everyday life. Garden City, NY.
22. Good, M. C. & Hyman, M. R. (2020). ‘Fear of missing out’: antecedents and influence on purchase likelihood. Journal of Marketing Theory and Practice, 28 (3), 330-341.
23. Gupta, R. & Kabadayı, S. (2010). The relationship between trusting beliefs and Web site loyalty: The moderating role of consumer motives and flow. Psychology and Marketing, 27(2), 166–185.
24. Güler, Ş., Şahin, Y. & Balcı, E. V. (2022). Sosyal medyada çevrimiçi benlik sunumunun öznel iyi oluş üzerine etkisi: Instagram kullanıcıları üzerine bir araştırma. Erciyes İletişim Dergisi, 9 (1), 361-380.
25. Hausman, A. V. & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62 (1), 5-13.
26. Hayran, C., Anık, L. & Gürhan Canlı, Z. (2020). A threat to loyalty: Fear of missing out (FOMO) leads to reluctance to repeat current experiences. PloS One, 15 (4), 1-17.
27. Hayran, C., Anık, L. & Gürhan Canlı, Z. (2016). Feeling of missing out (FOMO) and its marketing implications. Marketing Science Institute Working Paper Series, 2016 (16), 16-131.
28. Hodkinson, C. (2019). ‘Fear of Missing Out’(FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25 (1), 65-88.
29. Hoffman, D. L. & Novak, T. P. (2009). Flow online: lessons learned and future prospects. Journal of İnteractive Marketing, 23 (1), 23-34.
30. Holbrook, M. B. & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal Of Consumer Research, 9 (2), 132-140.
31. Huang, M. H. (2003). Designing website attributes to induce experiential encounters. Computers in Human Behavior, 19 (4), 425-442.
32. Huang, M. H. (2006). Web performance scale. Information & Management, 42 (6), 841-852
33. Järvinen, J., Ohtonen, R. & Karjaluoto, H. (2016). Consumer acceptance and use of Instagram. 2016 49th Hawaii International Conference on System Sciences (HICSS) içinde (ss. 2227-2236). IEEE.
34. Kang, Y. S., Hong, S. & Lee, H. (2009). Exploring continued online service usage behavior: The roles of self-image congruity and regret. Computers in Human Behavior, 25 (1), 111-122.
35. Karadağ, E., Tosuntaş, Ş. B., Erzen, E., Duru, P., Bostan, N., Mızrak-Şahin, B., Çulha, İ. & Babadağ, B. (2016). Sanal dünyanın kronolojik bağımlılığı: Sosyotelizm (phubbing). Addicta: The Turkish Journal on Addiction, 3 (2), 223-269.
36. Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13 (2), 205-223.
37. Kourouthanassis, P., Lekakos, G. & Gerakis, V. (2015). Should I stay or should I go? The moderating effect of self-image congruity and trust on social networking continued use. Behaviour & Information Technology, 34 (2), 190-203.
38. Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S. & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59 (9), 955-964.
39. Lin, J., Lin, S., Turel, O. & Xu, F. (2020). The buffering effect of flow experience on the relationship between overload and social media users’ discontinuance intentions. Telematics and Informatics, 49, 1-18.
40. Maicas, J. P., Polo, Y. & Sese, F. J. (2009). The role of (personal) network effects and switching costs in determining mobile users’ choice. Journal of Information Technology, 24 (2), 160-171.
41. Nakamura, J. & Csikszentmihalyi, M. (2002), The Concept of Flow. C.R. Snyder, S.J. Lopez (Der.) Handbook of Positive Psychology içinde (ss.89-105). New York: Oxford University Press
42. Nunnally, J. C. & Bernstein, I. H. (1994). Psychometric theory. New York: McGraw-Hill.
43. Özer, M., Özer, A. & Koçak, A. (2021). Sosyal Medya Katılımı Kullanıcıları Mutlu Eder Mi: Sosyal Medya Fenomenlerinin Takipçileriyle Olan İlişkilerinde Benlik-Uyumu ve Para-Sosyal İlişkinin Rolü. 25. Pazarlama Kongresi Bildiri Kitabı, içinde (ss.581-599). Ankara: Ankara Üniversitesi Basınevi.
44. Pelet, J. É., Ettis, S. & Cowart, K. (2017). Optimal experience of flow enhanced by telepresence: Evidence from social media use. Information & Management, 54 (1), 115-128.
45. Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29 (4), 1841-1848. https://doi.org/10.1016/j.chb.2013.02.014
46. Rifkin, J., Cindy, C. & Kahn, B. (2015). Fomo: How the fear of missing out leads to missing out. K. Diehl & C. Yoon (Der.), NA - Advances in Consumer Research Volume 43 içinde (s.246). Duluth, MN : Association for Consumer.
47. Rothaermel, F. T. & Sugiyama, S. (2001). Virtual internet communities and commercial success: individual and community-level theory grounded in the atypical case of TimeZone.com. Journal of Management, 27 (3), 297-312.
48. Ryan, R. M. & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55 (1), 68-78.
49. Schau, H.J. & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of Consumer Research, 30 (3), 385-404.
50. Simon H. A. (1971). Designing organizations for an information-rich world. Greenberger M. (Der.), Computers, communications, and the public interest içinde (ss. 37–72). John Hopkins University Press
51. Sirgy, J. M. (1982). Self-concept in consumer behavior: A critical review, Journal of Consumer Research, 9, 287–300.
52. Sirgy, M. J. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13 (3), 195-206.
53. Sirgy, M. J. & Samli, A.C. (1985). A path analytic model of store loyalty involving self-concept, store image, geographic loyalty, and socioeconomic status. Journal of the Academy of Marketing Science, 13 (3), 265-291.
54. Solomon, M. R. (2017). Consumer behaviour buying, having and being. London: Prenticle Hall.
55. Tandon, A., Dhir, A., Talwar, S., Kaur, P. & Mäntymäki, M. (2022). Social media induced fear of missing out (FoMO) and phubbing: Behavioural, relational and psychological outcomes. Technological Forecasting and Social Change, 174, 1-15.
56. Toufaily, E., Ricard, L. & Perrien, J. (2013). Customer loyalty to a commercial website: Descriptive meta-analysis of the empirical literature and proposal of an integrative model. Journal of Business Research, 66 (9), 1436-1447.
57. We are Social & Meltwater (2023). Digital 2023: Turkey, https://datareportal.com/reports/digital-2023-turkey, (Erişim Tarihi: 05.05.2023).
58. Wei, S., Chen, X. & Liu, C. (2022). What motivates employees to use social media at work? A perspective of self-determination theory. Industrial Management & Data Systems, 122 (1), 55-77.
59. Wu, Y. L., Tao, Y. H., Li, C. P., Wang, S. Y. & Chiu, C. Y. (2014). User-switching behavior in social network sites: A model perspective with drill-down analyses. Computers in Human Behavior, 33, 92-103.
60. Zhang, Z. (2018). Fear of missing out: Scale development and impact on brand loyalty. (Yayımlanmış Doktora Tezi). The University of Texas at El Paso.
61. Zhang, Z., Jiménez, F. R. & Cicala, J. E. (2020). Fear of missing out scale: A self‐concept perspective. Psychology & Marketing, 37 (11), 1619-1634.
62. Zheng, C. (2023). Research on the flow experience and social influences of users of short online videos A case study of DouYin. Scientific Reports, 13:3312 1-10.