The effects of fear of missing out on social media posting preferences

Abstract

Purpose Fear of missing out (FOMO) has become a common phenomenon on social media. This study aims to examine how FOMO influences consumer preferences for posting about identity-relevant products on social media. Design/methodology/approach In this research, three studies were conducted to explore the effects of FOMO in different real-life situations. Study 1 was conducted in a laboratory setting in China. Study 2 includes two experiments, one that was conducted in China and one in the USA. Study 3 was conducted in a workplace setting in China. Findings The results of Study 1 indicate that when consumers experience FOMO, they prefer to post about identity-relevant (vs functional) products to a greater extent than usual. Study 2 examines the role of self-esteem and identifies self-presentation and the avoidance of social attention as underlying mechanisms. Thus, consumers with high (or low) self-esteem tend to be more motivated to present themselves positively (or to avoid social attention) when experiencing FOMO. Furthermore, Study 3 reveals the moderating role of supportive interactions; that is, the interaction between FOMO and consumer self-esteem is most likely to exert an effect when consumers receive many supportive interactions. Research limitations/implications This research demonstrates that posting identity-relevant content on social media is a coping strategy that individuals may adopt when experiencing FOMO. Moreover, self-esteem can predict how individuals cope with FOMO by identifying self-presentation and avoidance of social attention as the mechanisms underlying effects. Although this research attempts to avoid interference from other factors between in the relationship FOMO and the control conditions, it seems possible that more socially relevant information may be presented in the FOMO condition. Practical implications Because FOMO can be manipulated and posting types can be predicted, this research provides important implications for brands on how to create or post content to better engage consumers. Originality/value This research supports the role of FOMO as a driver of on consumer posting preferences on social media.

Unveiling the dark side of influencer marketing: how social media influencers (human vs virtual) diminish followers’ well-being

“…Our findings reveal that FOMO plays a mediating role in the relationship between SMI and well-being, suggesting that customers who experience a FOMO on social media posts may experience a decline in their well-being. Although the study of FOMO in the context of SMI is not entirely new, prior research has primarily focused on its positive role in shaping customer attitudinal and behavioral responses (Dinh and Lee, 2022; Xi et al ., 2022). However, our current research highlights that while FOMO can indeed drive followers to check SMI's posts frequently and positively influence their attitudes and behaviors towards endorsed products, it can also have detrimental effects on their overall well-being.…”

“…This leads to FOMO, as people feel the need to keep up with the influencer's endorsed product to have the same experiences. When followers see SMI posts that showcase seemingly perfect lives and experiences by using a product, they may feel like they are missing out on something (Xi et al, 2022). Although this can lead to encouragement for customer to buy a product (Dinh and Lee, 2022), at other hand it leading to feelings of anxiety, insecurity and dissatisfaction with their own lives, in turn, can have a negative impact on their well-being (Dhir et al, 2018).…”

“…FOMO is a common experience among consumers who are exposed to influencer marketing (Xi et al ., 2022). Essentially, FOMO refers to the feeling that one is missing out on an opportunity, experience, or product that others are enjoying (Good and Hyman, 2020; Tandon et al ., 2021).…”

“…Research in the context of social media has found that FOMO is intensified by the constant comparisons individuals make to others on their platforms and the constant stream of information about others' experiences. While FOMO is studied in influencer marketing context as positive concept which can trigger positive responses (Dinh and Lee, 2022; Xi et al ., 2022), previous research in social media studies indicate that it can cause negative outcome such as increased stress, anxiety and depression (Dhir et al ., 2018; Tandon et al ., 2021).…”

“…In upward social comparison, where followers cannot compete with SMIs, it can lead to diminished well-being. Additionally, the social comparison process can trigger FOMO (fear of missing out), ultimately reducing followers' well-being (Xi et al ., 2022). Furthermore, the authors propose regulatory focus as a moderator of this relationship, which refers to individual differences in focusing on the positive outcomes of following SMIs (promotion focus) or preventing negative outcomes of following SMIs (prevention focus) (Barari et al ., 2020).…”