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

Öz

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.

Anahtar Kelimeler

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

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

Öz

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.

Anahtar Kelimeler

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

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