Keşke olsaydım! Bir fomo tüketicinin (fomsumer) anatomisi

Yıl 2018, Cilt: 9 Sayı: 1, 43 - 57, 11.06.2018

Metin Argan , Mehpare Tokay Argan , Gamze İpek

https://doi.org/10.34231/iuyd.407055

Cited By: 11

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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