Examining The Relationship Between Consumer-Centric FOMO And Avoidance Of Brands With External FOMO Appeal

Öz

This study examines whether consumer-centric FOMO causes a tendency to avoid brands with external FOMO appeal and whether the variables of consumer independence, mindful consumption and consumer cynicism, which are proposed as negative antecedents of consumer-centric FOMO, have moderating effects on the relationship between consumer-centric FOMO and avoidance of brands with external FOMO appeal. In this context, data were collected from 484 consumers using the judgmental sampling method. The research hypotheses were tested by performing structural equation modeling and moderation analysis through LISREL 8.8 program and SPSS PROCESS Macro v4.2 program. As a result of the path analysis, it was found that consumer independence has a negative and significant effect on consumer-centric FOMO, while mindful consumption and consumer cynicism do not have a significant effect on consumer-centric FOMO. As a result of the moderation analysis, it was found that mindful consumption has a moderating effect on the relationship between consumer-centric FOMO and avoidance of brands with external FOMO appeal, while consumer independence and consumer cynicism do not have a moderating effect on the relationship between consumer-centric FOMO and avoidance of brands with external FOMO appeal. The findings of this research are expected to provide theoretical contributions to consumer behavior and marketing communication literature and practical contributions to brands in managerial decision-making processes.

Anahtar Kelimeler

• Consumer-Centric FOMO
• FOMO Appeal
• Brand Avoidance
• Mindful Consumption
• Consumer Behavior

Tüketici-Odaklı FOMO İle Dışsal FOMO Çekiciliği Olan Markalardan Kaçınma Davranışı Arasındaki İlişkinin İncelenmesi

Öz

Bu araştırmada, tüketici-odaklı FOMO’nun dışsal FOMO çekiciliği olan markalardan kaçınma eğilimine neden olup olmadığı ve tüketici-odaklı FOMO’nun olumsuz öncülleri olarak öne sürülen tüketici bağımsızlığı, bilinçli tüketim ve tüketici sinizmi değişkenlerinin tüketici-odaklı FOMO ve dışsal FOMO çekiciliği olan markalardan kaçınma arasındaki ilişki üzerinde düzenleyici etkilerinin olup olmadığı incelenmiştir. Bu kapsamda, yargısal örnekleme yöntemi ile 484 tüketiciden veri toplanmıştır. Araştırma hipotezleri LISREL 8.8 programı ve SPSS PROCESS Macro v4.2 programı üzerinden yapısal eşitlik modeli ve düzenleyici etki analizi uygulanarak test edilmiştir. Yol analizi sonucunda, tüketici bağımsızlığının tüketici-odaklı FOMO üzerinde olumsuz yönde ve anlamlı bir etkisinin olduğu, bilinçli tüketimin ve tüketici sinizminin ise tüketici-odaklı FOMO üzerinde anlamlı etkilerinin olmadığı tespit edilmiştir. Düzenleyici etki analizi sonucunda, bilinçli tüketimin tüketici-odaklı FOMO ve dışsal FOMO çekiciliği olan markalardan kaçınma arasındaki ilişki üzerinde düzenleyici etkisinin olduğu, tüketici bağımsızlığının ve tüketici sinizminin ise tüketici-odaklı FOMO ve dışsal FOMO çekiciliği olan markalardan kaçınma arasındaki ilişki üzerinde düzenleyici etkisinin olmadığı tespit edilmiştir. Bu araştırmadan elde edilen bulguların tüketici davranışı ve pazarlama iletişimi literatürlerine teorik, markalara ise yönetimsel karar alma süreçlerinde pratik katkılar sağlaması beklenmektedir.

Anahtar Kelimeler

• Tüketici-Odaklı FOMO
• FOMO Çekiciliği
• Marka Kaçınması
• Bilinçli Tüketim
• Tüketici Davranışı

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