FOMO Teorisinin Pazarlama Alanında Kullanımı

Öz

Korku, kaybetme korkusu, fırsatları kaçırma korkusu. İnsanlık tarihi kadar eski bir olgu olan korku modern dünyada hayatlarımızda farklı biçimlerde tezahür buluyor. İçinde bulunduğumuz teknoloji çağında, yeni medya, sosyal medya, sosyal ağlar, uygulamalar, sanal gerçeklik, yapay zekâ, metaverse gibi birçok yeni kavram hayatlarımıza girdi. Dijital anlamda bir değişim, dönüşüm yaşıyoruz. Bu değişimin ve dönüşümün paralelinde sosyolojik, psikolojik, ekonomik ve kültürel alanda da değişim ve dönüşümler yaşanıyor. FOMO, bu dijital çağın bir simgesi olarak tanımlanmaktadır. Pazarlama stratejisi olarak ilk defa 2000’li yılların başında ele alınmış ve insan davranışlarının arkasındaki motivasyon olarak tanımlanmıştır. Tüketici davranışlarını etkileyen önemli bir olgudur. Bu çalışmada FOMO ve pazarlama ilişkisi ele alınarak FOMO teorisinin pazarlama ve tüketici davranışları ile olan ilişkisi incelenmiştir. Ayrıca geliştirilen FOMO ölçeklerine yer verilmiştir.

Anahtar Kelimeler

• FOMO
• Gelişmeleri Kaçırma Korkusu
• Tüketici Davranışları
• Sosyal Medya

The Use of FOMO Theory in Marketing

Öz

Fear, fear of loss, fear of missing out. Fear is a phenomenon as old as human history and manifests itself in various forms in our modern lives. The age of technology we live in has brought new concepts into our lives such as new media, social media, social networking, apps, virtual reality, artificial intelligence, Metaverse, etc. We are going through a digital change, a transformation. In parallel, we are also undergoing changes and transformations in the sociological, psychological, economic and cultural spheres. FOMO is considered the symbol of this digital age. It was first discussed in the early 2000s as a marketing strategy and defined as the motivation behind human behavior. It is an important phenomenon influencing consumer behavior. This study addresses the relationship between FOMO and marketing and analyzes the link between FOMO theory and marketing and consumer behavior. In addition, FOMO scales are included.

Anahtar Kelimeler

• FOMO
• Fear of Missing Out
• Consumer Behavior
• Social Media

Kaynakça

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