Paylaş ya da endişe et! FOMO, sosyal görünürlük ve gösterişçi paylaşım arasındaki ilişki

Yıl 2020, Cilt: 11 Sayı: 2, 63 - 80, 29.12.2020

Metin Argan , Mehpare Tokay Argan

Öz

FOMO kavramı, pazarlama ve tüketici davranışı alanında yeni bir olgudur ve diğer pazarlama konuları ile ilişkisi henüz açıklanamamıştır. Bu çalışmanın amacı FOMO (gelişmeleri kaçırma korkusu), sosyal görünürlük, gösterişçi paylaşım, tatmin ve sadakat arasındaki ilişkiyi incelemektir. Veriler, sosyal medya hesabı olan bireylerden (200) kolayda örnekleme yöntemi kullanılarak toplanmıştır. FOMO, sosyal görünürlük, gösterişçi paylaşım, tatmin ve sadakat ölçekleri literatürden uyarlanmış veya benimsenmiştir. Ölçeklerle ilgili boyutu ortaya koymak için açımlayıcı faktör analizi (AFA) ve doğrulayıcı faktör analizi (DFA) kullanılmıştır. Daha sonra kavramsal model ile ilgili hipotezleri test etmek için çoklu regresyon uygulanmıştır. YEM sonuçları, FOMO'nun gösterişçi paylaşım davranışında olduğu gibi sosyal görünürlük üzerinde de olumlu bir etkisi olduğunu göstermektedir. Ayrıca, FOMO'dan sosyal medya sadakatine dolaylı pozitif anlamlı bir etki bulunmaktadır. Bu çalışmadan elde edilen bulgular FOMO, fomsumer davranışı, gösterişçi tüketim davranışı, sosyal görünürlük ve pazarlama ile ilgili teorik ve pratik çıkarımlara rehberlik edebilir. Ayrıca, çalışma pazarlama yöneticilerine sosyal medya modelleri ile ilgili stratejileri geliştirmeleri için bazı öneriler sunmaktadır.

Anahtar Kelimeler

FOMO, Fomsumer (fomo tüketici), Fomsumerism, Sosyal Görünürlük, Gösterişçi Tüketim

Share or worry! Relationship among FOMO, social visibility and conspicuous sharing

Öz

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.

Anahtar Kelimeler

FOMO, Fomsumer, Fomsumerism, Social Visibility, Conspicuous Consumption

Kaynakça

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