Abstract
FOMO concept is a new phenomenon in the field of marketing and consumer behavior, and its relationship with other marketing topics remains unexplained yet. The purpose of this study is to examine the relationship among FOMO (fear of missing out), social visibility, conspicuous sharing, satisfaction and loyalty. Data were collected from individuals (200) having social media account, using convenience sampling method. The scales of FOMO, social visibility, conspicuous sharing, satisfaction and loyalty were adapted or adopted from literature. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used to reveal dimension regarding scales. Then, multiple regression was applied to test the hypotheses relating conceptual model. The results of SEM show FOMO has a positive significant effect on social visibility, as does conspicuous share behavior. Also, there is an indirect positive significant effect from FOMO to social media loyalty. Findings from the present study may guide theoretical and practical implications with regard to FOMO, fomsumer behavior, conspicuous behavior, social visibility and marketing. Additionally, the study provides some suggestions for marketing managers to improve strategies regarding social media patterns.