Keşke olsaydım! Bir fomo tüketicinin (fomsumer) anatomisi

Öz

Fomo ile tüketiciyi (consumer) combine eden veya melezleyen kavram olan fomo tüketici (fomsumer), günümüz sosyal medya tüketicilerinin özelliklerini bünyesinde barındırmaktadır. Gelişmeleri Kaçırma Korkusu’nun kısaltması olan FOMO (Fear of missing out) sadece sosyal medya ile ilgili olmayıp, pazarlama ve tüketici davranışı ile de yakından ilgilidir. Bu çalışma fomo tüketici (fomsumer) kavramına kuramsal bir yaklaşımı temel alıp, fomo temelli tüketici davranışına genel çerçeve çizmeye çalışmaktadır. Çalışma sonucu fomo tüketicilerin geleneksel tüketicilerden karar verme sürecinin öncesinde, karar verme süreci esnasında ve sonrasında nasıl farklılıklar gösterebildiğinin altını çizmektedir. Fomo temelli tüketicileri iyi analiz eden pazarlamacılar, sosyal medya tüketicileri ile ilgili stratejileri daha iyi tasarlayabileceklerdir.

Anahtar Kelimeler

• Gelişmeleri kaçırma korkusu,FOMO,Fomo tüketici,Tüketici davranışı,Fomo temelli tüketici davranışı

I Wish I Were! Anatomy of A Fomsumer

Öz

Fomsumer, which is the concept that combines or mixes “fomo” and “consumer” together, contains the characteristics of today’s consumers of social media within itself. FOMO, which is the abbreviation for “fear of missing out”, is not only related to social media but also closely related to marketing and consumer behavior. This study aims to draw a general framework for fomsumer behavior based on a conceptual approach towards the concept of fomsumer. The result of the present study underlines what kind of differences fomsumers may display compared to traditional consumers before, during and after decision-making process. Marketing experts, who analyze fomsumers well, will be able to develop strategies on the consumers of social media better.

Anahtar Kelimeler

• Fear of missing out,FOMO,Fomsumer,Consumer behavior,Fomsumer behavior

Kaynakça

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