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The Use of FOMO Theory in Marketing

Yıl 2023, Cilt: 2 Sayı: 1, 50 - 63, 30.06.2023

Asuman Bihter Civelek , Mehmet Tığlı

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

  • Abel, J., Buff, C., & Burr, S. (2016). Social media and the fear of missing out: Scale development and assessment. Journal of Business & Economics Research (JBER), 14(1), 33-44.
  • Ahluwalia, P., & Miller, T. (2014). The prosumer. Social Identitie,. 20(4-5), 259-261.
  • Albors, J., Ramos, J., & Hervas, J. (2008). New learning network paradigms: Communities of objectives, crowdsourcing, wikis and open source. International journal of information management, 28(3), 194-202.
  • Albayrak, E. (2021). Erasmus öğrencilerinin sosyal medya kullanımları ve “anı kaçırma korkusu” (FoMO). Aksaray İletişim Dergisi, 3(1), 105-130.
  • Aliçavuşoğlu, Ç., & Boyraz, E. (2019). Kendimi biliyorum, kork (m) uyorum! Yenilikleri kaçırma korkusu (FoMO) ve sosyal medya bağımlılığında dijital üstbilişin rolü. Uluslararası Sosyal ve Beşeri Bilimler Araştırma Dergisi, 6(33), 682-697.
  • Alt, D. (2015). College students’ academic motivation, media engagement and fear of missing out. Computers in Human Behavior, 49, 111-119.
  • Alt, D. (2017). Students’ social media engagement and fear of missing out (FoMO) in a diverse classroom. Journal of Computing in Higher Education, 29(2), 388- 410.
  • Anwar, Z., Fury, E., & Fauziah, S. (2020). The fear of missing out and usage intensity of social media. In 5th ASEAN Conference on Psychology, Counselling, and Humanities (ACPCH 2019) (pp. 183-187). Atlantis Press.
  • Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019). The future of social media in marketing. Journal of the Academy of Marketing Science. Doi:10.1007/s11747-019-00695-1
  • Argan, M., Argan, M. T., & İpek, G. (2018). I wish i were! anatomy of a fomsumer. Journal of Internet Applications and Management, 9(1), 43-57.
  • Arısoy, C. (2021). FOMO ile çocuk ve gençler arasındaki ilişkinin dijital okuryazarlık bağlamında değerlendirilmesi. In D. Aydın Aslaner, F. Sabırcan, & A. İ. Ceyhan (Ed) Dijital Pazarlama İletişimi (ss. 109-136). İstanbul: Kriter Yayınevi.
  • Aslan, E. Ş., & Yıldız, S. (2018). Markam reklamlarında kullanılan korku çekiciliği üzerine nitel bir araştırma. Atatürk İletişim Dergisi, (15), 59-88.
  • Australian Psychological Society (2015) Stress & wellbeing in Australia survey 2015. How Australians Are Coping With Life. Retrieved September 10, 2021 from https://psychology.org.au/getmedia/ae32e645-a4f0-4f7c-b3ce-dfd83237c281/stress-wellbeing-survey.pdf
  • Aydın, H. (2018). Sosyal medyadaki gelişmeleri kaçırma korkusunun (FOMO) içgüdüsel alımlara etkisinin öz belirleme kuramı ile açıklanması. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 415-426.
  • Aydin, D., Selvi, Y., Kandeger, A., & Boysan, M. (2021). The relationship of consumers’ compulsive buying behavior with biological rhythm, impulsivity, and fear of missing out. Biological Rhythm Research, 52(10), 1514-1522.
  • Bagozzi, R. P., & Moore, D. J. (1994). Public service advertisements: emotions and empathy guide PSAs. Journal of Marketing, 58(1), 56.
  • Baker, Z. G., Krieger, H., & LeRoy, A. S. (2016). Fear of missing out: Relationships with depression, mindfulness, and physical symptoms. Translational Issues in Psychological Science, 2(3), 275.
  • Baumeister, R. F., & Leary, M. R. (2017). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Interpersonal development, 57-89.
  • Bekman, M. (2020). Halkla ilişkiler uygulamalarında dijital medyanın kullanımı: Sosyal medya bağımlılığının, FOMO ve kompülsif çevirimiçi satın almada aracılık rolü [Ph.D. dissertation]. İstanbul: Marmara Üniversitesi, SBE.
  • Beyens, I., Frison, E., & Eggermont, S. (2016). “I don’t want to miss a thing”: Adolescents’ fear of missing out and its relationship to adolescents’ social needs, Facebook use, and Facebook related stress. Computers in Human Behavior, 64, 1-8.
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FOMO Teorisinin Pazarlama Alanında Kullanımı

Yıl 2023, Cilt: 2 Sayı: 1, 50 - 63, 30.06.2023

Asuman Bihter Civelek , Mehmet Tığlı

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

Kaynakça

  • Abel, J., Buff, C., & Burr, S. (2016). Social media and the fear of missing out: Scale development and assessment. Journal of Business & Economics Research (JBER), 14(1), 33-44.
  • Ahluwalia, P., & Miller, T. (2014). The prosumer. Social Identitie,. 20(4-5), 259-261.
  • Albors, J., Ramos, J., & Hervas, J. (2008). New learning network paradigms: Communities of objectives, crowdsourcing, wikis and open source. International journal of information management, 28(3), 194-202.
  • Albayrak, E. (2021). Erasmus öğrencilerinin sosyal medya kullanımları ve “anı kaçırma korkusu” (FoMO). Aksaray İletişim Dergisi, 3(1), 105-130.
  • Aliçavuşoğlu, Ç., & Boyraz, E. (2019). Kendimi biliyorum, kork (m) uyorum! Yenilikleri kaçırma korkusu (FoMO) ve sosyal medya bağımlılığında dijital üstbilişin rolü. Uluslararası Sosyal ve Beşeri Bilimler Araştırma Dergisi, 6(33), 682-697.
  • Alt, D. (2015). College students’ academic motivation, media engagement and fear of missing out. Computers in Human Behavior, 49, 111-119.
  • Alt, D. (2017). Students’ social media engagement and fear of missing out (FoMO) in a diverse classroom. Journal of Computing in Higher Education, 29(2), 388- 410.
  • Anwar, Z., Fury, E., & Fauziah, S. (2020). The fear of missing out and usage intensity of social media. In 5th ASEAN Conference on Psychology, Counselling, and Humanities (ACPCH 2019) (pp. 183-187). Atlantis Press.
  • Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019). The future of social media in marketing. Journal of the Academy of Marketing Science. Doi:10.1007/s11747-019-00695-1
  • Argan, M., Argan, M. T., & İpek, G. (2018). I wish i were! anatomy of a fomsumer. Journal of Internet Applications and Management, 9(1), 43-57.
  • Arısoy, C. (2021). FOMO ile çocuk ve gençler arasındaki ilişkinin dijital okuryazarlık bağlamında değerlendirilmesi. In D. Aydın Aslaner, F. Sabırcan, & A. İ. Ceyhan (Ed) Dijital Pazarlama İletişimi (ss. 109-136). İstanbul: Kriter Yayınevi.
  • Aslan, E. Ş., & Yıldız, S. (2018). Markam reklamlarında kullanılan korku çekiciliği üzerine nitel bir araştırma. Atatürk İletişim Dergisi, (15), 59-88.
  • Australian Psychological Society (2015) Stress & wellbeing in Australia survey 2015. How Australians Are Coping With Life. Retrieved September 10, 2021 from https://psychology.org.au/getmedia/ae32e645-a4f0-4f7c-b3ce-dfd83237c281/stress-wellbeing-survey.pdf
  • Aydın, H. (2018). Sosyal medyadaki gelişmeleri kaçırma korkusunun (FOMO) içgüdüsel alımlara etkisinin öz belirleme kuramı ile açıklanması. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 415-426.
  • Aydin, D., Selvi, Y., Kandeger, A., & Boysan, M. (2021). The relationship of consumers’ compulsive buying behavior with biological rhythm, impulsivity, and fear of missing out. Biological Rhythm Research, 52(10), 1514-1522.
  • Bagozzi, R. P., & Moore, D. J. (1994). Public service advertisements: emotions and empathy guide PSAs. Journal of Marketing, 58(1), 56.
  • Baker, Z. G., Krieger, H., & LeRoy, A. S. (2016). Fear of missing out: Relationships with depression, mindfulness, and physical symptoms. Translational Issues in Psychological Science, 2(3), 275.
  • Baumeister, R. F., & Leary, M. R. (2017). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Interpersonal development, 57-89.
  • Bekman, M. (2020). Halkla ilişkiler uygulamalarında dijital medyanın kullanımı: Sosyal medya bağımlılığının, FOMO ve kompülsif çevirimiçi satın almada aracılık rolü [Ph.D. dissertation]. İstanbul: Marmara Üniversitesi, SBE.
  • Beyens, I., Frison, E., & Eggermont, S. (2016). “I don’t want to miss a thing”: Adolescents’ fear of missing out and its relationship to adolescents’ social needs, Facebook use, and Facebook related stress. Computers in Human Behavior, 64, 1-8.
  • Boyd, D., & Ellison, N. (2007). Social network sites: Definition, history, and scholarship. Journal of computer‐mediated Communication, 13(1), 210-230.
  • Brock, T. C. (1968). Implications of commodity theory for value change. In Psychological foundations of attitudes. Academic Press, 243-275.
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  • LaTour, M. S., Snipes, R. L., & Bliss, S. J. (1996). Don't be afraid to use fear appeals: an experimental study. Journal of Advertising Research, 36(2), 59-68.
  • Liftiah, L., Dahriyanto, F., & Tresnawati, R. (2016). Personality traits prediction of fear of missing out in college students. The International Journal of Indian Psychology, 3(4), 128-136.
  • Lim, Z. C. (2016). Tendency towards the fear of missing out [Ph.D. dissertation]. Curtin University.
  • Lincoln, S. R. (2009). Mastering Web 2.0: Transform your business using key website and social media tools. London and Philadelphia: Kogan Page Publishers.
  • Lynn, M. (1989). Scarcity effects on desirability: Mediated by assumed expensiveness? Journal of Economic Psychology, 10(2), 257-274.
  • Lynn, W. M. (1987). The effects of scarcity on perceived value: Investigations of commodity theory [Ph.D. dissertation]. The Ohio State University.
  • Marie, A., & Grybs, M. (2013). Modern trends in consumer behaviour in era of e communication. Studia Ekonomiczne, 151, 263-273.
  • Metin, B., Pehlivan, R. ve Tarhan, N. (2017). Üsküdar gelişmeleri kaçırma korkusu ölçeğinin geçerlik ve güvenilirlik çalışması. The Journal of Neurobehavioral Sciences, 4(2), 40–46.
  • Miller, S. (2012, June 22). ABC News. Fear of missing out: Are you a slave to FOMO? Available at: http://abcnews.go.com/health/wellness/fear-missing-slave-fomo/story?id=16629972&singlePage=true#.T_Tg48015.wF
  • Milyavskaya, M., Saffran, M., Hope, N., & Koestner, R. (2018). Fear of missing out: prevalence, dynamics, and consequences of experiencing FOMO. Motivation and Emotion, 42(5), 725-737.
  • Mittone, L., & Savadori, L. (2009). The scarcity bias. Applied Psychology, 58(3), 453-468.
  • Nielsen (2011). State of the media: Social media report q3. Available at: https://www.nielsen.com/us/en/insights/report/2011/social-media-report-q3/
  • Nielsen (2015). Looking to achieve new product success? Listen to your consumers. Available at: https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/nielsen-global-new-product-innovation-report-june-2015.pdf
  • Oberst, U., Wegmann, E., Stodt, B., Brand, M., & Chamarro, A. (2017). Negative consequences from heavy social networking in adolescents: The mediating role of fear of missing out. Journal of adolescence, 55, 51-60.
  • Odabaşı, Y. (2019). Postmodern pazarlamayı anlamak. Değişimler, yönelimler, esintiler (1st ed.). İstanbul: The Kitap
  • Ortony, A., & Turner, T. (1990). What's basic about basic emotions? Psychological review, 97(3), 315.
  • Oxford Dictionary (2021) FOMO. Available at: https://www.oxfordlearnersdictionaries.com/definition/english/fomo?q=fomo
  • Ögel, İ. Y. (2022) Did fear of missing out trigger panic buying behavior and cognitive dissonance of consumers during early days of COVID-19 pandemic? the mediating role of panic buying. Journal of Research in Business, 7(1), 22-45.
  • Özer, S. (2015). Genişletilmiş Benlik Teorisi. In M. Yağcı, & S. Çabuk (Ed.) Pazarlama Teorileri (p. 419-456). İstanbul: MediaCat.
  • Plutchik, R. (1980). A general psychoevolutionary theory of emotion. In Theories of Emotion. Academic Press, 3-33.
  • Przybylski, A., Murayama, K., DeHaan, C., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–48.
  • Reagle, J. (2015). Following the Joneses: FOMO and conspicuous sociality. First Monday, 20(10). Doi: 10.5210/fm.v20i10.6064.
  • Quy, N. H., Hong, N., Hieu, T., & Le, T. (2019). Social media marketing: Creative strategies, contents and customer engagement in Vietnam. In e-Proceedings of 2nd Connect-Us Conference (CuC 2019), 61.
  • Rayna, T., Striukova, L., & Darlington, J. (2015). Co-creation and user innovation: The role of online 3D printing platforms. Journal of Engineering and Technology Management, 37, 90-102.
  • Rifkin, J., Cindy, C., & Kahn, B. (2015). Fomo: How the fear of missing out leads to missing out. ACR North American Advances.
  • Riordan, B., Cody, L., Flett, J., Conner, T., Hunter, J., & Scarf, D. (2020). The development of a single item FoMO (fear of missing out) scale. Current Psychology. Current Psychology, 39(4), 1215-1220.
  • Ritzer, G., & Jurgenson, N. (2010). Production, consumption, prosumption: The nature of capitalism in the age of the digital ‘prosumer. Journal of Consumer Culture, 10(1), 13-36.
  • Saavedra, C. M., & Bautista Jr, R. (2020). Are you" in" or are you" out"?: Impact of FoMO (fear of missing out) on generation z's masstigebrand apparel consumption. Asia-Pacific Social Science Review, 20(2), 106-118.
  • Sabato, A. (2019). Depression and pressure of social media: Having vs being in the anti-social society [Master's thesis]. University of Milan.
  • Scarantino, A., & Griffiths, P. (2011). Don’t give up on basic emotions. Emotion Review, 3(4), 444-454.
  • Seale, A. (2015, March 11). FOMO! Millennials overspending thanks to social media. Yahoo Finance. Retrieved October 15, 2021 from https://ca.finance.yahoo.com/blogs/insight/millenials-overspending-for-fear-of-missing-out-171807193.html
  • Sette, C. P., Lima, N. R. S., Queluz, F. N. F. R., Ferrari, B. L., & Hauck, N. (2019). The online fear of missing out ınventory (ON-FoMO): Development and validation of a new tool. Journal of Technology in Behavioral Science. Doi:10.1007/s41347-019-00110-0.
  • Shaver, P., Morgan, H., & Wu, S. (1996). Is love a “basic” emotion? Personal Relationships, 3(1), 81-96.
  • Solt, M. V., Rixom, J., & Taylor, K. (2018). # FOMO: How the fear of missing out drives consumer purchase decisions. Association of Marketing Theory and Practice Proceedings 2018, 41. Available at: https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2018/41
  • Song, X., Zhang, X., Zhao, Y. C. ve Song, S. (2017). Fearing of missing out (FoMO) in mobile social media environment: Conceptual development and measurement scale. iConference 2017 Proceedings.
  • Swami, S., & Khairnar, P. (2003). Diffusion of products with limited supply and known expiration date. Marketing Letters, 14(1), 33-46.
  • Şenel, M. (2018). Farklı kıtlık mesajlarının plansız satın alma niyeti üzerindeki etkisi ve FOMO (fırsatları kaçırma korkusu)’nun aracı rolü [Master's thesis]. Karabük Üniversitesi/Sosyal Bilimler Enstütüsü, Karabük.
  • Tandon, A., Dhir, A., Islam, N., Talwar, S., & Mäntymäki, M. (2021). Psychological and behavioral outcomes of social media-induced fear of missing out at the workplace. Journal of Business Research, 136, 186-197.
  • Theocharidis, A. I., Karavasilis, G., Vrana, V., Kehris, E., & Antoniads, K. (2019). What is affecting customers’ intention to perform social media marketing activities in the hotel industry?. In smart tourism as a driver for culture and sustainability. Springer, Cham, 375-391.
  • Tomczyk, Ł., & Selmanagic-Lizde, E. (2018). Fear of missing out (FOMO) among youth in Bosnia and Herzegovina—Scale and selected mechanisms. Children and Youth Services Review, 88, 541-549.
  • Urban Dictionary (2021). FOMO. Available at: https://www.urbandictionary.com/define.php?term=Fomo
  • Verhallen, T. (1984). Unavailability and the evaluation of goods: A behavioral economics approach in scarcity: Unavailability and behavioral costs. [Ph.D. Dissertation]. Tilburg University, Tilburg, The Netherlands.
  • Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 11(3), 209-233.
  • Wegmann, E., Oberst, U., Stodt, B., & Brand, M. (2017). Online-specific fear of missing out and internet-use expectancies contribute to symptoms of internet-communication disorder. Addictive Behaviors Reports, 5, 33-42.
  • Wiesner, L. (2017). Fighting FoMO: A study on implications for solving the phenomenon of the fear of missing out. [Master's thesis]. University of Twente.
  • Williams, K. C. (2012). Fear appeal theory. Research in Business and Economics Journal, 5(1), 1-21.
  • Wilson-Nash, C., & Xiao, S. (2019). From FOMO to Changxin: A cross-cultural exploration of consumer response to newness in the fast-moving consumer goods industry. In Academy of Marketing 52nd Annual Conference.
  • Yang, C. (2021). The COVID-19 Panic buying frenzy in Taiwan: FoMO (Fear of Missing Out) and conformity behavior [Master's thesis]. National Sun Yat-sen Univesity.
  • Yaşa Özeltürkay, E. (2015). Sosyal ağlar teorisi. In M. İ. Yağcı, & S. Çabuk (Ed.) Pazarlama Teorileri (p. 187-209). İstanbul: MediaCat.
  • Yıldırım, S., & Kişioğlu, A. N. (2018). Teknolojinin getirdiği yeni hastalıklar: NOMOFOBİ, NETLESSFOBİ, FOMO. SDÜ Tıp Fakültesi Dergisi, 25(4), 473-480.
  • Zhang, Z., Jiménez, F. R., & Cicala, J. E. (2020). Fear of missing out scale: A self‐concept perspective. Psychology & Marketing, 37(11), 1619–1634.
Toplam 96 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Dijital Pazarlama, Tüketici Davranışı
Bölüm Derlemeler
Yazarlar

Asuman Bihter Civelek 0000-0001-8000-3954

Mehmet Tığlı 0000-0002-0740-0950

Yayımlanma Tarihi 30 Haziran 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 2 Sayı: 1

Kaynak Göster

APA Civelek, A. B., & Tığlı, M. (2023). The Use of FOMO Theory in Marketing. Turkish Journal of Marketing Research, 2(1), 50-63.
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