Fear of Missing Out: A Literature Review in The Context of Marketing

Abstract

With the development of technology, the internet and mobile phones have rapidly entered our lives. Parallel to this, the use of social media has become widespread. Thus, individuals can always follow the experiences of others through social media. Exposure of individuals to the experiences of others leads to the formation of a negative emotion. This negative emotion that occurs in individuals is explained as the fear of missing out (FoMO). It is determined as the intense anxiety of individuals that others will experience things that they would like to experience in environments where they are not present. FoMO also influences the behavior of individuals. In this context, it is stated that the fear of missing out is becoming more and more important in the context of consumer behavior. In addition, considering the fear of missing out in the literature, within the context of consumer behavior, highlights the importance of the issue in terms of marketing. For this reason, the place of FoMO in the literature has been a matter of curiosity. In this context, the purpose of this study is to examine FoMO by making a literature review. Within this scope, this study explains FoMO and examines the context in which studies on the subject deal with FoMO.