A Study On Influence of Fomo Marketing On Consumers

FOMO marketing is messaging that triggers audience’s innate fear of missing out in order to
make them more likely to take action.
Fear of missing out (FOMO) is described as "a pervasive apprehension that others might be
having rewarding experiences from which one is absent". This social anxiety is characterized by
"a desire to stay continually connected with what others are doing". FOMO is also defined as a
fear of regret, which may lead to a compulsive concern that one might miss an opportunity for
social interaction, a novel experience, a profitable investment, or other satisfying events. In other
words, FOMO perpetuates the fear of having made the wrong decision on how to spend time
since one "can imagine how things could be different".
Self-determination theory (SDT) asserts that the feeling of relatedness or connectedness with
others is a legitimate psychological need that influences people's psychological health. In this
theoretical framework, FOMO can be understood as a self-regulatory state arising from
situational or long-term perception that one's needs are not being met.
With the development of the internet, people's social and communicative experiences, originally
mostly face-to-face, have expanded to include much time interacting over social media. On one
hand, modern technologies (e.g., mobile phones, smartphones) and social networking services
(e.g., Instagram, Facebook, Twitter) provide a unique opportunity for people to be socially
engaged with a reduced "cost of admission”. On the other hand, mediated communication
perpetuates an increased reliance on the Internet. A psychological dependence to being online
could result in anxiety when one feels disconnected, thereby leading to a fear of missing out or
even pathological Internet use.
Having become an indispensable part of our lives as a result of developments in communication

and information technologies, the Internet is now a means of communication that enables people
to find any kind of information they want, to have fun, and to contact their friends (Balcı and
Gülnar 2009: 6). Online platforms where individuals can interact with each other can be defined
as social media (Sayımer, 2008:123). There are several reasons for individuals' increased use of
social media, one of which is the desire to become involved in a social group, which can be
explained through Maslow's hierarchy of needs (the Theory of Human Motivation). According to
this theory, individuals have certain basic needs, which form a pyramid starting from most basic
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needs. Physiological needs are at the bottom of the pyramid, followed by needs for safety, social,
belonging, self-esteem, and self-actualization. According to Maslow, self-actualization is the
greatest yearning of individuals (Plotnik, 2009). As individuals meet their basic needs, they wish
to fulfill their needs at the next step.
Hence, an individual who’s physical and safety needs have been met would feel the need for
socialization. The widespread use of the Internet and social media raises people's yearning for
socialization. Even though the concept of FOMO (Fear of Missing Out) has been an integral part
of the relevant literature for a long time, it is only recently that it has gained greater prevalence
thanks to the use of social media. One reason for this might be that individuals do not want to
miss out on what is happening on their social media. Today, individuals wish to be constantly
involved in social settings; they share and view content on social networks, and thus has a
greater tendency towards FOMO (Gökler et al., 2016: 54). Businesses wishing to take advantage
of this fear and worry have tended to do this by stimulating consumers' impulse purchasing
behaviour. Consumers who have made such impulse purchases sometimes experience post-
purchasing regret.
FOMO among millennials
Millennials are spending more, travelling more, and seeking experiences more than any other
generation, with Gen Z close behind. Of course, millennial instincts for sharing are well
documented, as they are constantly in search for places to post about their experiences. Social
media only adds fuel to their FOMO fire, enticing them to spend ever-increasing shares of their
disposable income on experiences so they feel like they are keeping pace with their perpetually
posting peers. While this behaviour may strike fear in the heart of retailers attempting to capture
their share of millennial disposable income, they actually point directly toward new and
unprecedented opportunities to differentiate. For perhaps the first time in my lifetime, price is no
longer the defining factor in purchase decisions. In fact, just the opposite is the new norm:
millennials are consistently willing to pay premium prices for products, when they are
accompanied by engaging experiences. Taking full advantage of this unique opportunity requires
more than the occasional loyalty perk, trunk show, or Instagrammable moment. Building a
dedicated community of loyal customers requires one to become an active part of that
community. And there really are no shortcuts. Joining a community takes time, dedication and
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persistence. If retailers ultimately want to bring the community to their brand, they first have to
bring their brand to the community. To date, few retailers have capitalized on this rare
opportunity to differentiate on something other than product or price, generally by investing in
mobile engagement strategies that extend beyond the smartphone. Those who have succeeded at
becoming a meaningful part of their communities, have done so through innovative content
tactics that engage with people who share a core set of interests, beliefs, and behaviour: They
develop a sense of purpose for their brand, and they design brand experiences that reflect that
purpose, to create connections with people who have similar lifestyles and values. They
consistently go where their customers gather and bring their brands to them through pop-up
experiences and shopping opportunities. They develop a mindset and culture that embrace
mobile engagement first – and then design each experience accordingly.
FOMO Statistics
 48% of millennials have spent money they didn’t have to keep up with friends.
 69% (7 in 10) of millennials experience FOMO.
 60% of people make purchases because of FOMO, mostly within 24 hours.
 56% of people who experience FOMO are ages 18-30.
 33% of people purposely try to conduct FOMO among their peers.
 45% of people who experience FOMO can’t go for longer than 12 hours without
checking social media.
 20% of people can’t go for more than 1 hour without checking social media.
 36% of people are afraid of feeling like an outsider.
 40% of people say they spend money on something once per year to post it on social
media.
 41% of people say “yes” to spend because they worry about not being invited in the
future.
 26% of people fear losing friends and 23% fear of being judged.
 27% of people flock to social sites as soon as they wake up.
 14% of people fear to be out of the loop at work or home.
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 77% of adult millennials and 70% of Gen Xers said they often think they can squeeze
more than is possible into their day.
 26% of people said they would trade habits such as smoking cigarettes in exchange for
access to social networks.
 51% of people log into social media more frequently than just 2 years ago.
Main Causes of FOMO
Social media platforms can change the social life of an individual both interpersonally and
online. People can broadcast important life events or everyday activities. And on platforms like
Facebook, sharing is extremely simple with the click of a button. That’s why Facebook has a
billion users. And as you can guess, it’s also the place that provokes the most FOMO (72%).
Following Facebook is Instagram, another heavily used social media platform with hundreds of
millions of users. Many people use Instagram to follow brands and influencers. Instagram
provokes 14% of FOMO. Then, there are platforms like Twitter and Pinterest. Twitter causes
14% of FOMO and Pinterest around 8%. Outside of the social media platforms, there are certain
activities and experiences that are likely to cause FOMO. For instance, travel causes 59% of all
FOMO. If you’ve even been on a travel booking website, you might have noticed that FOMO
tactics are everywhere! The second main cause of FOMO is events and parties (56%). People
might feel less cool if they miss a party—especially when they see pictures on social media from
who did attend and are posting pictures on social media. Lastly, food is a big cause of FOMO
(29%). Food FOMO might sound a little weird, but almost everyone has experienced it.
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FOMO techniques
1. Set a Time Limit
Setting a deadline is critical for FOMO marketing. We’re conditioned to respect deadlines right
from our childhood, and this puts us under pressure. This stands true when we’re making
purchase decisions as the time is ticking away. For this reason, we end up making impulsive
purchases. Amazon uses this form of marketing exceptionally well. They put up “Deal of the
Day” offers, which last for 24 hours. To claim the deal, you need to purchase it within that
duration.
2. Use Social Proof
Social proof can be used to trigger FOMO. It is used at the end of the purchase funnel when
consumers are about to make a purchase decision. Sometimes, social proof is all that people need
to make a purchase. A great way of doing this is by posting and sharing testimonials on your
social media posts from your existing customers. When people read positive experiences other
consumers have had with your brand, they’ll be more likely to purchase from you.
3. Quote Celebrities or Influencers
Influencers or celebrities can be a great way to promote your brand and products. When they talk
about the products, it is quoted in website and give a boost to the FOMO marketing campaign.
Combining both modes of marketing can give a significant boost to sales. Influencers will
increase brand trust, get more traffic and leads, and uses their message to get even more sales.
Instagram is the best channel for influencer marketing. About 79% of marketers felt that it’s their
most important channel. Additionally, the influencer rates for it are fairly low.
4. Market Product Bundles
Product bundles are used across many industries for upselling. When a person buys a product,
they are offered other complementary products as well. Purchasing them as a bundle gives them
a discount. Brands reward customers with discounts when they purchase bundles from them.
Design Cuts uses this technique. They come up with massive discounts on their product bundles,
but all of these offers are available for a limited duration. If you purchase the package within the
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time, you’ll be eligible for the discount. Else, you’ll have to pay the original price for the
products.
5. Leverage FOMO on Multiple Channels
Every brand needs to take an Omni channel marketing approach to reach all their target
customers. People prefer different social media channels to communicate with brands, and it is
used as an advantage. There are many brands out there, such as Amazon that comes up with app-
only deals so that their customers will download their app.
6. Messaging
The way message sent to consumers makes a lot of difference when it comes to FOMO
marketing. The words should create a sense of urgency in target audience and push them to
purchase.
Use of strong phrases like
 You can use phrases such as:

 You’ll miss this offer...
 This is your last chance to buy…
 Time’s running out!
 Last few spots left...
7. Use Competitive Spirit
We don’t like missing out on amazing offers, but we also hate the fact that others may get the
offer instead. Traders use this competitive spirit to create a stronger FOMO. A great way of
doing this is by showing that others are also looking at the products that you’re interested in. On
one hand, it gives social proof that the product is good and many people are interested in it. On
the other, you feel that you’re competing with a huge crowd to get the product. This can push
you to make the purchase impulsively.
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Booking.com, for example, uses this to promote their hotels. Note how they’ve mentioned that
the hotel was booked 3 times in the last few hours. At the same time, they’ve shown that one
more person is interested in the hotel for the same dates. This is sure to stir up the competitive
spirit in their customers.
8. Highlight Missed Opportunities
To give a bigger boost to FOMO marketing, it is considered showcasing all the opportunities that
were missed by customers. When they notice that they’ve lost a good deal just because they were
late or didn’t take a call quickly, they’ll start becoming anxious. This anxiety is nothing but
FOMO, and it can push them to make their decisions quickly so that they don’t miss out on other
deals. Sometimes, this is all that’s required to push them over the edge.
Booking.com uses this strategy to their advantage as well. Note how they’ve leveraged FOMO
by using the phrase “You missed it!”
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NEED FOR THE STUDY
Fear of missing out (FOMO) marketing has brought astonishing changes in the way in which the
marketers market the product and the way in which the customers are being influenced by the
same. Buying behaviour of an individual influences many factors and these factors invariably
affects the marketer to match the needs of the customers in general and youth in particular.
According to a study Coral Ouellette on October 23, 2019 it is found that 45 % percent of the
world population uses social media and 56% of people experience fear of missing out (FOMO).
So it is realized that there is a need to study the Influence of Fear of Missing Out marketing
(FOMO) on consumers.
OBJECTIVES OF THE STUDY
 To provide conceptual framework of Fear of missing out marketing (fomo).

 To find out the product frequently purchased by consumers involving fomo marketing
technique.
 To find out which fomo technique influences the consumer to buy the product.
 To find out whether the consumers are satisfied or dissatisfied of fomo influenced
purchase.
 To find out the association between the demographic variables and the reasons why the
respondents purchased the product and the satisfaction level of the respondents.
SCOPE OF THE STUDY
This study was undertaken to find out the impact of fear of missing out on the purchase
behaviour of the consumer. With growing usage of social media all over the world there is
always chance of further study on the fear of missing out factor and its impact on other
marketing techniques. Respondents were taken from limited area, which cannot be taken as the
representative of the entire population. Generalization of the study might be limited. Additional
research across different cities would be required to in order to generalize the findings.
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LIMITATION OF THE STUDY:
The first and foremost limitation is the data of this study is collected from a structured
questionnaire from various respondents. Therefore, the chances of bias in responses are possible.
The second limitation is though the questionnaire was distributed to various people, only
responses were collected due to time limitation.
RESEARCH METHODOLOGY
The purpose of this research is to demonstrate, using various methods, the factors influencing the
consumer through fear of missing out marketing.
The questionnaire was circulated in Google form to 100 respondents covering all the millennial
age group of both men and women in Chennai city. The circulated questionnaire was collected in
two days of time.
RELIABILITY TEST
Cronbach’s alpha is a measure of internal consistency, that is, how closely related a set of items
are as group, it is considered to be a measure of scale reliability. The value of cronbach’s alpha
for the data is 0.742 which is acceptable.
DATA COLLECTION
This study is based on narrow and specific sample of the countries’ population. The survey
method was used for primary data collection. This survey is conducted with the help of
structured and customized questionnaire. The question framed were multiple choices and based
on scale coded as 5=strongly agree, 4=agree, 3=neutral, 2=disagree, 1=strongly disagree. The
questions were divided into various heads investigating the different factors on the influence of
fear of missing out marketing on consumer behaviour and the details of the respondents were
also collected.
TYPE OF RESEARCH
The research used for the study is descriptive research where the data was collected through a
structured questionnaire from the investors. The data collected newly for the purpose of study.
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It was based on primary data. The data was collected through whatsApp and mail. It is the
method getting directly the data through a questionnaire from the investors.
SAMPLE SIZE & METHOD
The population for this research study consisted of the residents of Chennai. In this study the
sampling unit was individual consumers. A convenience sampling method was about to obtain
the data from the customers sampling method. A sample of respondents was chosen for data
collection. It was observed at the end of the week (data collected), there were no incomplete
questionnaire were collected.
DATA ENTRY AND TOOLS
There were several ways to assist data entry and data analysis. Firstly, Microsoft excel was used
for the work of data entry. Then the data were further edited, processed and analysed by using
the IBM Statistical Package for Social Sciences (SPSS) statistics for windows. They were
analysed and presented in the form of simple and bi-variate table expressed in percentage. The
other statistical tools were percentage analysis, chi-square.
PERCENTILE ANALYSIS
A percentile analysis is a measure used in statistics indicating the value in percentage of

observations in a group of observations falls. For example 15% percent of respondents belong to
certain age group.
CHI-SQUARE
A chi-square test, also written as χ² test, is any statistical hypothesis test where the sampling
distribution of the test statistic is a chi-squared distribution when the null hypothesis is true.
Without other qualification, ‘chi-squared test’ often is used as short for Pearson’s chi-squared
test. The chi-squared test is used to determine whether there is a significant difference between
the expected frequencies and the observed frequencies in one or more categories.
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Işıl Karapinar Çelik, Oya Eru, Ruziye Cop, in the study titled “ The Effects of Consumers’
FoMo Tendencies On Impulse Buying and The Effects of Impulse Buying on Post- Purchase
Regret: An Investigation on Retail Stores” have studied the impulse buying behaviour caused by
fomo. The main aim of the study is to investigate the effects of Fomo tendencies on impulse
purchasing and post-purchase regret, and the effects of impulse purchasing on the post-purchase
regret. Nowadays the Internet has become an indispensable part of life. Individuals spend a great
part of their time constantly checking their social media accounts. Individuals who have a
constant fear of missing out behind by the experiences of others show a tendency towards Fomo.
However, the desire to be included in a group leads individuals to act impulsively. Data were
collected from 507 people by survey method; a total of 121 respondents who gave the answer
“no” to the question “Do you follow retail stores' opportunity brochures online/in store?” were
excluded, and a total of 386 questionnaires were included in the analyses, which were carried out
through quantitative analysis techniques. The results of the study suggest that Fomo tendency
affects impulse purchasing and impulse purchasing has an influence on post-purchase regret.
Hayran, Anik,and Gurhan-Canli (2016) conducted a study titled “Exploring the Antecedents
And Consumer Behavioral Consequences of "Feeling of Missing Out(Fomo)”. Starting from
their findings, the aim of this thesis is to investigate whether Self-Reference, Perceived
Favorability, Popularity, Perceived Exclusivity, Self-Gratification and Perceived Sociability
precede Fear of Missing Out and it will also explore the influence of Fomo on Consumer
Behavior, specifically, on Purchase Behavior and Purchase Intentions in the social media
environment. Contribution: Overlooking the ethical implications of this statement, conclusions
from the study want to help marketing experts understand on which antecedent they could stress
their advertising efforts in order to stimulate fomo and influence purchase behavior and
intentions.
Dr Christopher Hodkinson, in the study titled “Fear of Missing Out’ (FOMO) Marketing
appeals to Young Consumers: A Response Model” have examined fomo in young consumers.
This paper researches the “Fear of Missing Out” (FOMO) concept known to young consumers.
FOMO appeals have been used commercially to stimulate demand among young adults for a
wide range of product show ever, travel appears to be the most common marketing application.
This is evidenced by the 1.3 million results yielded by the simple Google enquiry “FOMO” and
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“travel” (05/05/2014). FOMO appeals are often used by travel agents specializing in youth and
student airfares and holiday packages, thus the development of a better understanding of FOMO
appeals and consumer responses to them is financially significant. While FOMO-type appeals
have attracted practitioner interest (e.g. JWT, 2011, 2012) they largely have appeared to have
escaped academic interest. A five-stage methodology was adopted for this exploratory research
into FOMO appeal responses. Stage I: Depth interviews; Stage II: Focus groups. Stage III:
Manual and automated content analysis of the focus group transcripts to produce a thematic
analysis. Stage IV: Identification and analysis of the response variables, and; Stage V: The
construction of an operational model of FOMO appeals responses and a proposed research
agenda. The data showed that consumers had both cognitive and emotive responses to FOMO
appeals pre, and post-decision. Salient consumer insights included: the source and proximity of
the FOMO appeal initiator was instrumental to its valence; FOMO was most keenly felt when
known others would attend a function or purchase a resource perceived as „scarce‟; opportunity
costs were recognized as drivers; tension rather than „fear‟ was typically felt, mos toften due to
cognitions of anticipated regret. In addition, post-decision cognitive and affective responses may
involve the re-visitation and reassessment of the „anticipated regret‟ and other affective
responses which preceded the original decision.
Metin Argan* Eskişehir Teknik Üniversitesi Mehpare Tokay Argan Bilecik Şeyh Edebali
Üniversitesi, in the study titled “Toward a new understanding of fomo: ‘Fomsumerism’”. Being
one of the important areas in marketing research, FOMO- consumption relationship, referred to
here as “Fomsumerism”, has attracted much attention of both academics and practitioners.
However, academic papers of consumption outcomes associated with consumers’ FOMO
feelings is limited. One potential way to address this association is to examine the phenomenon
of Fomsumerism in terms of theoretical perspectives and practical applications. To our
knowledge, our study was one of the first of its kind aimed at examining Fomsumerism and its
relationships with consumer behavior. The purpose of this study is to explain the concept of
Fomsumerism which is an important intersection point on the road from FOMO to consumption.
The results of this study reveal that Fomsumerism has a depth which needs to be explained and
can be associated with many consumption styles and theories. As a result, this study contributes
to marketing and consumer behavior literature by highlighting the importance of FOMO-
consumer relationships.
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Journal of Business & Economics Research – First Quarter 2016 Volume 14, Number 1, in
the study titled, “Social Media and the Fear of Missing Out: Scale Development and
Assessment” For many, viewing social media causes them to relate their own lives to what they
are seeing or reading, resulting in feelings that they are somehow missing out. It is suggested that
the fear of missing out influences decision making and behavior. The current research explores
the measurement of FOMO, focusing on scale development and validation. Using extant scales
for inadequacy, irritability, anxiety, and self-esteem, a list of items (n=37), postulated to measure
FOMO, was created. In addition to the scale items, questions to assess behavioral and
demographic characteristic were included. A pre-test of the survey instrument was conducted
(n=30). The final survey was administered electronically, resulting in a useable sample of n=202.
Principal components analysis resulted in a 10 item, 3-factor solution explaining 71% of the
overall variance. The three factors performed reasonably well all with Cronbach’s alpha above or
near Nunnally’s suggested .70 (Nunnally, 1978). Using the newly created scale, FOMO scores
were calculated for each respondent. Results suggest significant differences in social media
consumption across levels of FOMO. Results also suggest significant differences in the use of
particular social media based on one’s level of FOMO. Limitations include the sample and it is
suggested that future research, including confirmatory factor analysis, should be conducted.
Benjamin.C.Riordan (March 2018), in the study titled, “The development of a single item
Fomo (Fear of Missing Out) scale” has examined the sense of fomo. The Fear of Missing Out
(Fomo) is the sense that others are having a rewarding experience which one is absent from.
Given that it is associated with the drive to remain socially connected, research has
predominantly focused on the link between Fomo and social networking use. While a 10-item
measure of Fomo is widely used (Fomo), a shorter scale may be preferable in some
circumstances and would allow Fomo to be measured in more diverse contexts. Therefore, we
aimed to validate a Fomo short-form (consisting of a single item: “Do you experience Fomo?”).
In Studies 1 to 3, we measured the concurrent validity of the Fomo with the 10-item Fomo
(Pearson’s R correlation between the Fomo and Fomo: Study 1 r = .735, r = .654; Study 2 r
= .638; Study 3 r = .807). In Study 2, we measured the test-retest reliability of the Fomo (r
= .717). In Study 2 and 3, we measured the construct validity of the Fomo by linking the Fomo to
social networking use. The Fomo showed good concurrent validity, construct validity, and test-
retest reliability and is adequate for use in research.
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Department of International Business & Trade, Kyung Hee University, Korea. (August
2019) in the study titled, “Conformity Consumption Behavior and Fomo”. This study is about
the consumer behaviour and fomo conformity. Culturally associated brands that reflect the
cultural backgrounds of other countries have been extensively studied, but research on the
conformity consumption of culturally associated brands in specific countries has rarely been
conducted. This study focuses on the fear of missing out (Fomo) phenomenon as a tool for
explaining consumers’ conformity consumption and examines what causes it. Although the
Fomo concept is primarily used in the online field, it is considered to be a very suitable tool for
explaining offline consumption behavior as well. This study will be useful for establishing long-
term and sustainable strategies by firms through matured discussions on conformity
consumption.
Deniz Mertkan Gezgin, in the study titled “Social Networks Users: Fear of Missing Out in
Preservice Teachers” has examined the social media and fomo factor in influencing people. As
mobile computing and smartphones become an integrated part of our lives, the time individuals
spend on social networks has significantly increased. Moreover, a link has been established
between the uncontrolled use of social networks to the development of undesirable habits and
behaviors including addictions. One such behavior, namely, fear of missing out (FOMO) is of
particular interest and concern especially because of the widespread use of smartphones and
computers, and thereby extensive use of social networks by the younger generation. This study
establishes the relationships between FOMO and various social networks in an attempt to
identify the problematic use of social media in Turkey and discover variables relevant to FOMO.
The main objective of the study is to examine the prevalence of FOMO in preservice teachers. A
total number of 363 preservice teachers on various academic courses were employed for the
purpose of this study. The design was a survey which utilized a standardized questionnaire on
FOMO together with a demographic questionnaire to explore the impact of the usage of
smartphones and social networks by preservice teachers.
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M. Saravanakumar, T.SuganthaLakshmi, in the study titled “ Social Media Marketing”
During different time era's different methods of communications has developed and changed the
day by day life. Social media has become the method of statement in the 21't century, enabling
us to express our belief, ideas and manner in a absolute new way. This way of message have also
have a huge impact on corporation, where they have realize that without a correct plan and social
media strategy they have no chance to stand out in the rapidly changing digital freedom. To
guarantee a successful attendance on social media the companies need to take different
marketing theories into consideration so that they can boost their brand in different aspect. If this
can be collective with original ways of consumer interaction the companies have a good chance
to take the lead in social media marketing'. The meteoric growth of community websites, such as
Twitter, Facebook and Linkedln, have usher the world into a new era of social media. The global
reach is nothing short of marvelous, so much so that if Facebook were a country, it would be
third largest, next to China and India. Some even say that this is the biggest shift since the
industrial revolution, which means that the world has a brand new playing meadow At its center,
social media is any kind of online media that stimulates participation, openness' conversation,
Connecters and sense of community. The social media phenomenon has a profound impact.
Procedia - Social and Behavioral Sciences 58 ( 2012 ) 1353 – 1360 , “The impact of social
media marketing on brand loyalty”, shows st Building and maintaining brand loyalty are one of
the central themes of research for marketers for a very long time. Marketers have utilized
various means to maintain the brand loyalty of their customers. One of the recent means
is the social media marketing. The aim of this study is to identify the effect of social media
marketing on brand loyalty of the consumers, given that the concept is receiving increasing
attention from marketing academia and practitioners. The scope of the study consists of
customers who follow at least one brand on the social media in Turkey and the data were
collected through the administration of a structured questionnaire with a sample of 338
people and tested via stepwise multiple regression analysis. The results of the study
showed that brand loyalty of the customers is positively affected when the brand (1) offers
advantageous campaigns, (2) offers relevant content, (3) offers popular contents, (4) appears on
various platforms and offers applications on social media; were used by using SPSS 17.0
version. Customers prefer to share music, technological-related, and funny contents on social
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media platforms. Based on our results, this study can be considered as a pioneer in this new area
of marketing, and propose several tactics for the practitioners.
William J. McGuire in Journal of Consumer Research, Volume 2, Issue 4, March 1976, in the
study titled “Some Internal psychological factors influencing consumer behaviour” has studied
the directive, information-processing aspects of the personality are described in terms of eight
successive steps: exposure, perception, comprehension, agreement, retention, retrieval, decision
making, and action. Each of these steps is illustrated by recent psychological research. The
dynamic, motivational aspect of human personality is described more briefly in terms of 16 basic
human motives that have received attention in recent psychological research.
Vainikka, Bianca (2015) in the study titled “Psychological Factors Influencing Consumer
Behaviour” This paper’s aim is to provide an in-depth elucidation of the many aspects that
influence consumer behaviour. The study of consumer behaviour emphasizes the “why” and
“how” questions involved in decision making and buying behaviour. This exciting field visits a
dynamic blend of themes of consumer marketing strategies, psychology and behavioural
discipline. Consumer behaviour in this day and age is highly applicable to modern society as it is
an integral part of our everyday lives. This paper examines the many challenges involved with
discovering individual consumers, as they differ greatly from one another.
It focuses on the rationale behind common consumer decision making processes and analyses the
ways in which marketers can better understand how consumers think and behave. This paper
outlines the significant factors that impact consumer behaviour throughout the theoretical
framework with the topics of: Internal Influences, Motivation, Emotions and Personality and
Influencing attitudes and behaviour. These subject matters brings a comprehensive outlook into
the complex mind of a consumer by examining individual information processing, learning, and
attitude and behaviour change.
Fatimah Furaiji, Małgorzata Łatuszyńska and Agata Wawrzyniak Contemporary

Economics, Vol. 6, No. 3, pp. 76-86, 2012 in theirstudy This study contributes to a deeper
understanding of the impact of different factors on consumer buying behaviour. It analyses the
relationship between several independent variables, such as cultural, social, personal,
psychological and marketing mix factors, and consumer behaviour (as the dependent variable) in
the electric appliances market.
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The purpose of this study is to determine the factors affecting consumer preferences and
behaviour in the electric appliances market in Iraq. The data employed to analyse the factors
influencing consumers’ purchase decision-making processes were obtained through a
questionnaire that was conducted in December 2011 in Basra, a city in southern Iraq. The major
findings of the study indicated that, overall, the set of independent variables are weakly
associated with the dependent variable. However, the in-depth analysis found that social factors,
physical factors, and marketing mix elements are strongly associated with consumer buying
behaviour. These analyses make it possible to discover consumer decision-making rules. The
results may assist producers and retailers in understanding consumer behaviour and improving
consumer satisfaction.
Pratiwi O. S. Pemani, James D.D. Massie 2017 in their research “the effect of personal factors
on consumer purchase decision”. The objectives of this research are to know the personal factors
influencing the purchasing decision of Ever best Shoes product in Manado and identify factors
that have dominant effects on personal factors influencing purchase decision of Everbest Shoes
in Manado. To achieve these objectives, the personal factors are analyzed with the multiple
linear regression method. After an examination of 100 respondents, the result of this research
shows that Personal Factors which are Age & Life-cycle Stage, Occupation and Economic
Condition, Lifestyle, and Personality have significant effect on consumer purchase decision of
ever best Shoes in Manado .This research indicates that the personal factors influence the
purchase decision of Ever best Shoes in Manado. Therefore, Ever best should be considering a
strategy to maintain the company’s performance.
Angella J. Kim, Eunju Ko, Journal of Business Research Volume 65, Issue 10, October 2012,
in their study titled “Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand”. In light of a growing interest in the use of social media
marketing (SMM) among luxury fashion brands, this study set out to identify attributes of SMM
activities and examine the relationships among those perceived activities, value equity,
relationship equity, brand equity, customer equity, and purchase intention through a structural
equation model. Five constructs of perceived SSM activities of luxury fashion brands are
entertainment, interaction, trendiness, customization, and word of mouth. Their effects on value
equity, relationship equity, and brand equity are significantly positive. For the relationship
17
between customer equity drivers and customer equity, brand equity has significant negative
effect on customer equity while value equity and relationship equity show no significant effect.
As for purchase intention, value equity and relationship equity had significant positive effects,
while relationship equity had no significant influence. Finally, the relationship between purchase
intention and customer equity has significance. The findings of this study can enable luxury
brands to forecast the future purchasing behavior of their customers more accurately and provide
a guide to managing their assets and marketing activities as well.
Neil Morris 11 May 2009, in the study titled “Understanding Digital Marketing: Marketing
Strategies for Engaging the Digital Generation”.We've been talking about the digital revolution
for more than a decade now. So it's really not that exciting anymore. What is exciting, as the
world squares up to the blackest economic abyss in living memory, is to postulate what sort of a
world will emerge on the other side? As well as the structural changes needed to our financial
institutions — the very bedrock (if not enablers) of wealth creation and employment for all —
the very people who will be doing business and running businesses will be a completely different
animal. Their motivation, social manners and graces, sources of knowledge and their methods of
applying that knowledge in radically altered competitive marketplaces will combine with the
rebuilt shibboleths of corporate culture to create a vitally different world in which to live and
work.
Maria Teresa Pinheiro Melo Borges Tiago 2014, in their study titled “Digital marketing and
social media: Why bother?´” Changes in consumer behavior require firms to rethink their
marketing strategies in the digital domain. Currently, a significant portion of the associated
research is focused more on the customer than on the firm. To redress this shortcoming, this
study adopts the perspective of the firm to facilitate an understanding of digital marketing and
social media usage as well as its benefits and inhibitors. The second generation of Internet-based
applications enhances marketing efforts by allowing firms to implement innovative forms of
communication and co-create content with their customers. Based on a survey of marketing
managers, this article shows that firms face internal and external pressures to adopt a digital
presence in social media platforms. Firms’ digital marketing engagement can be categorized
according to perceived benefits and digital marketing usage. To improve digital marketing
18
engagement, marketers must focus on relationship-based interactions with their customers. This
article demonstrates how some firms are already accomplishing just that.
Sarah L. Buglass, Jens F. Binder, Lucy R. Betts, Jean D.M. Underwood 2017, in their study
titled “Motivators of online vulnerability: The impact of social network site use and
FOMO”Continued and frequent use of social network sites (SNS) has been linked to a fear of
missing out (FOMO) and online self-promotion in the form of friending and information
disclosure. The present paper reports findings from 506 UK based Facebook users (53% male)
who responded to an extensive online survey about their SNS behaviours and online
vulnerability. Structural equation modelling (SEM) suggests that FOMO mediates the
relationship between increased SNS use and decreased self-esteem. Self-promoting SNS
behaviours provide more complex mediated associations. Longitudinal support (N = 175) is
provided for the notion that decreased self-esteem might motivate a potentially detrimental cycle
of FOMO-inspired online SNS use. The research considers the implications of social
networking on an individual's online vulnerability.
Łukasz Tomczyk 2018, in the study titled “Fear of Missing Out (FOMO) among youth in
Bosnia and Herzegovina — Scale and selected mechanisms. Internet addiction takes on different
forms and is an important issue for diagnostic and preventive reasons. This paper sets out to
diagnose the scale of problematic use of Internet (PIU) in the context of symptoms and
mechanisms of FOMO (Fear of Missing Out). For this purpose, triangulation of the following
research tools was applied: Social Media Intensity Scale, Fear of Missing Out Scale, Summary of
Social Media Use, Social Media Usage Urges, the Bergen Facebook Addiction Scale. To picture
the scale of FOMO and accompanying PIU behaviors, data from 717 students in Sarajevo and
Mostar cantons (Bosnia and Herzegovina) were collected. The research was conducted in 2nd
half of 2017. Based on this data, we can see that about 20% of young respondents (average age
of 13 years) show several FOMO symptoms, whereas another 30% belong are at risk of being
addicted to Internet. The remaining 50% of students are not at risk of IAT. These criteria vary
due to lack of unified tools to measure FOMO. However, it has been observed that FOMO is
minimized by some forms of leisure activity and does not depend on gender.
19
Anna Jupowcz-Ginalska, 2019, in the study titled “FOMO, Brands and Consumers – about the
Reactions of Polish Internet Users to the Activities of Brands in Social Media (Based on CAWI
Representative Research). Fear of Missing Out is mainly a subject of psychological research;
however, due to its specific nature, it gains an interdisciplinary character. Thanks to this, it can
also be analysed from the perspective of media or business. This paper focuses on the threads of
the relationship between FOMO and marketing communication online. It realizes the following
objectives: it presents the scale of FOMO in Poland; it analyses the phenomenon in the context
of consumers’ reactions to basic brand activity on social and it shows differences between the
answers given by all the respondents and those with high FOMO. In order to clarify the scope of
the research work, four research questions are answered: how do social media users react to the
use of particular features of social platforms by brands? What form of posts coming from brands
is preferred by Polish Internet users? What is the attitude of the respondents towards
advertisements posted on social media portals? Does FOMO influence the answers in any way?
The research was based on the nationwide, representative sample of Internet users aged 15+
(N=1060). The tool was the CAWI questionnaire.
20
Table 3.1
Classification of sample respondents based on gender
S.NO GENDER FREQUENCY PERCENTAGE

1 Male 39 39
2 Female 61 61
TOTAL 100 100
Chart 3.1: Gender of the respondents
39
Male
Female
61
INTERPRETATION:
The above distribution shows that 39% of the respondents are male and 61% are female. From
the above we can infer that female respondents are higher in ratio than male respondents.
21
Table 3.2
Classification of sample respondents based on age
S.NO AGE FREQUENCY PERCENTAGE

1 18-23 82 82
2 24-28 9 9
3 29-34 4 4
4 35-40 5 5
TOTAL 100 100
Chart 3.2: Age of the respondents

90
80
70
60
50
40 Percentage
30
20
10
0
18-23 24-28 29-34 35-40
INTERPRETATION:
The above distribution shows that 82% of the respondents are between18-23 years, 9% are
between 24-28 years, 4% are between 29-35 years, 5% are between 35-40 years.
22
Table 3.3
Classification of sample respondents based on marital status
S.NO MARITAL STATUS FREQUENCY PERCENTAGE
1 Married 16 16
2 Unmarried 84 84
TOTAL 100 100
Chart: 3.3 Marital status of the respondents
90
80
70
60
50
Percentage
40
30
20
10
0
Married Unmarried
INTERPRETATION:
The above distribution shows that 16% of respondents are married and 84% are unmarried.
23
Table 3.4
Classification of sample respondents based on Educational qualification
S.NO EDUCATION FREQUENCY PERCENTAGE

1 Secondary 9 9
2 Under Graduate 75 75
3 Post Graduate 12 12
4 Professionals 4 4
TOTAL 100 100
Chart 3.4: Educational qualification of the respondents
80
70
60
50
40
Percentage
30
20
10
0
Secondary Under Graduate Post Graduate Professionals
INTERPRETATION:
The above distribution shows that 9% of respondents have secondary level education, 75% are
under graduate, 12% are post graduate, and 4% have professional qualification.
Table 3.5
Classification of sample respondents based on occupation

24
S.NO OCCUPATION FREQUENCY PERCENTAGE
1 Student 81 81
2 Self employed 4 4
3 Professional 1 1
4 Government 3 3
employee
5 Private employee 11 11
TOTAL 100 100
Chart3.5: Occupation of the respondents
90
80
70
60
50
40
30
20 Percentage
10
0
nt l t
ed na en ed
ude loy sio m loy
St p es rn p
em r of ove em
lfn P G te
Se iva
Pr
INTERPRETATION:
From the above distribution it is found that the 81% of the sample respondents are students, 4%
are self-employed, 1% is professional, 3% are government employees, and 11% are Private
employees.
Table 3.6
Classification of sample respondents based on monthly income
S.NO MONTHLY FREQUENCY PERCENTAGE

INCOME
1 Less than 25000 72 72
25
2 25001-35000 3 3
3 35001-45000 13 13
4 45001-5500 5 5
5 Above 55000 7 7
TOTAL 100 100
Chart 3.6: Monthly income the respondents
80
70
60
50
40
30
20 Percentage
10
0
0 00 0 00 0 00 0 00 0 00
25 -35 -45 -50 e 50
n 1 1 1
tha 0 0 0 0 0 0
bov
ss 25 35 45 A
Le
INTERPRETATION:
From the above distribution it is found that 72% of respondents are in category of monthly
income of less than 25000, 3% are in category 25001-35000, 13% are in category 35001-45000,
5% are in category 45001-55000, 7% are in category above 55000.
Table 3.7
Sample respondents’ response on their presence and preference in social

media
S.NO OPTION FREQUENCY RANKING
1 Instagram 83 1
2 YouTube 55 2
26
3 Facebook 50 3
4 Snap chat 26 4
5 Twitter 19 5
6 Pinterest 15 6
INTERPRETATION:
The above table 3.7 shows us the presence and preference of the respondents to various social
media platforms like Facebook, YouTube, Instagram, snap chat, Twitter etc. The table shows the
ranking of the social media preferred by the respondents through their frequency of being
chosen. Instagram is ranked in number 1 position with frequency of 83, YouTube ranks in
number 2 position with frequency of 55, Facebook ranks in number 3 position with frequency
50, snap chat ranks number 4 position with frequency 26, Twitter ranks in number 5 position
with 19 frequency 19, and Pinterest ranks number 6 position with frequency 15. Social media
statistics helps to analyze Fomo statistics as one can understand the level of the influence in
social media on the consumer’s behaviour.
Table 3.8
Sample respondent’s response on the products purchased by consumer’s

influenced by fomo
27
1 Clothes 69 1
2 Electronics 48 2
3 Cosmetics 35 3
4 Home appliances 26 4
5 Crafts 21 5
6 Decorations 15 6
INTERPRETATION:
The above table 3.8 shows the various products being purchased by the consumer by being
influenced by Fomo. Clothes ranks in first place indicating consumers highly prefer purchase of
clothes. Electronics ranks in second place which next mostly purchased after clothes. Cosmetics
ranks third place and is purchased highly after clothes and electronics. Home appliances ranks
fourth place purchased after clothes, electronics, and cosmetics. Crafts rank fifth place and
purchased occasionally after clothes, electronics, cosmetics, home appliance. Decorations ranks
sixth being leastly preferred by the consumers even if influenced by fomo.
Table 3.9
Fomo techniques popular among the consumers
S.N OPTION FREQUENCY RANKING

O
1 Offers and discounts with time limit (e.g. Big billion 81 1
days)
28
2 Social media pop ups (in between stories and posts) 57 2
3 Showing stock availability (e.g. “Hurry up only few 36 3
left”)
4 User generated content ( reviews and photos posted by 29 4
users)
5 Quoting of celebrities and influencers ( paid 28 5
partnerships)
6 Product bundles (complementary products) 27 6
INTERPRETATION:
From the table it is found that Offers and discounts with time limit has being highly used fomo
technique followed by Social media pop ups, Showing stock availability, User generated content,
Quoting of celebrities and influencers Product bundles with Thus we can find the influencing
fomo techniques ranked from high to low from the above table. Offers and discounts with time
limit are highly popular among the consumers. Product bundles being very least popular among
the sample respondents.
Table 3.10
Sample respondents response on most preferred fomo technique

1 Time limit deal (e.g. Big Billion days) 55 1
2 Product bundles (complementary products) 48 2
29
3 Quoting of celebrities or influencers 42 3
4 35 4
User generated content/Social proof (reviews and photos
posted by consumers)
5 Kindling of competitive spirit.(showing how many people 30 5

are looking for the product)
6 Highlighting of missed opportunities. ( Use of Phrases 34 6
“You missed a great deal”)
7 Social media pop ups (in between stories and posts) 36 7
INTERPRETATION:
From the above table, it is found that majority of respondents of have ranked Time limit deals in
number one position as mostly influencing fomo technique, Product bundles is ranked second
most influential fomo technique, Quoting of celebrities or influencer has been ranked in third
position, these are the top three influential fomo techniques, followed by User generated
content/social proof, Kindling of competitive spirit, highlighting of missed opportunities, Social
media pop ups. Social media pop ups being the least preferred fomo technique.
Table 3.11
Sample respondent’s response on the satisfaction they experienced through

fear of missing out purchase
S.NO SATISFACTORY FACTOR MEAN RANKING
1 I enjoy being influenced by fomo.. 3.17 1
30
2 I think I should have brought some other 3.01 2
product without being influenced by fomo.
3 I regret making the purchase due to fomo. 2.98 3
4 The purchase I made contributes to my social 2.87 4

happiness.
5 I am satisfied with the purchase made due to 2.79 5

fomo
INTERPRETATION:
From the table it is found that the majority of the sample respondents enjoy being influenced by
fear of missing out. But the satisfaction they receive from the purchase made and its contribution
to their social happiness are not high. Majority of the sample respondents feel they must have
bought some other product without influence of fomo and some regret their purchasing decision
made out of fomo.
ASSOCIATION BETWEEN DEMOGRAPHIC VARIABLES AND

FACTORS INFLUENCING SATISFACTION OF FOMO
Table 3.12 Association between demographic variable and the personal value
the product reflects.
HYPOTHESIS:
31
H0: There is no significant association between demo graphic variables and the personal value
the product reflects.
H1: There is a significant association between demographic variables and the personal value the
product reflects.
S.NO DEMOGRAPHIC VARIABLES P VALUE SIGNIFICANT/NOT

SIGNIFICANT
1 Gender 0.747 Not significant
2 Age 0.889 Not significant
3 Marital status 0.898 Not significant
4 Education qualification 0.804 Not significant
5 Occupation 0.996 Not significant
6 Monthly income 0.760 Not significant
 At 5% significance level
INTERPRETATION:
There is no significant difference between the demographic variables such as gender, age,
marital status, education, occupation, monthly income and the personal value that the product
purchased express due to fomo as their significant value is greater than the P value of 0.05. Thus
H0 null hypothesis is accepted.
Table 3.13 Association between demographic variables and the good

impression the product brings to the sample respondent
HYPOTHESIS:
H0: There is no significant association between demo graphic variables and the good impression
the product brings to the sample respondent.
H1: There is a significant association between demographic variables and the good impression
the product brings to the sample respondent.
32
SIGNIFICANT
4 Education qualification 0.008 Significant
6 Monthly income 0.006 Significant
At 5 % significance level
INTERPRETATION:
There is no significant difference between gender, age, marital status, occupation and the good
impression the product brings as their significant value is greater than the P value of 0.05. Thus
H0 null hypothesis is accepted. There is a significance difference between education, monthly
income and the good impression the product brings as their significance level is lower than the
P value 0.05. Thus H1 alternate hypothesis is accepted in this case.
Table 3.14 Association of demographic variables and the opportunity the

product gives to engage in conversations.
HYPOTHESIS:
H0: There is no significant association between demo graphic variables and the opportunity the
H1: There is a significant association between demographic variables and the opportunity the
33
SIGNIFICANT
4 Education 0.000 Significant
 At 5 % significance level
INTERPRETATION:
marital status, occupation, monthly income and the opportunity the product gives to engage in
conversations as their significant value is greater than the P value of 0.05. Thus H0 null
hypothesis is accepted. There is a significance difference between education and the opportunity
the product gives to engage in conversations as their significance level is lower than the P value
0.05. Thus H1 alternate hypothesis is accepted in this case.
Table 3.15 Association of demographic variables and the product making the
sample respondent to feel like part of the community.
HYPOTHESIS:
H0: There is no significant association between demo graphic variables and the product making
to feel like part of the community.
H1: There is a significant association between demographic variables and the product making to
feel like part of the community.

SIGNIFICANT
1 Gender 0.015 Significant
34
4 Education 0.136 Not significant
INTERPRETATION:
There is a significance difference between gender and the product making sample respondent to
feel part of the community as their significance level is lower than the P value 0.05. Thus H1
alternate hypothesis is accepted in this case. There is no significant difference between the
demographic variables such as age, marital status, education,occupation, monthly income and the
product making sample respondent to feel part of the community as their significant value is
greater than the P value of 0.05. Thus H0 null hypothesis is accepted.
Table 3.16 Association of demographic variables and the product boosting

socializing confidence.
HYPOTHESIS:
H0: There is no significant association between demo graphic variables and the product boosting
H1: There is a significant association between demographic variables and the product boosting

SIGNIFICANT
35
4 Education 0.001 Significant
INTERPRETATION:
There is a significance difference between education and the product boosting socializing
confidence as their significance level is lower than the P value 0.05. Thus H1 alternate
hypothesis is accepted in this case. There is no significant difference between the demographic
variables such as gender, age, marital status, occupation, monthly income and the product
making sample respondent to feel part of the community as their significant value is greater than
the P value of 0.05. Thus H0 null hypothesis is accepted.
Table 3.17 Association between demographic variables and the satisfaction of

the sample respondents of the purchase due to fomo
HYPOTHESIS:
H0: There is no significant association between demo graphic variables and the product bringing
satisfaction to the customer.
H1: There is a significant association between demographic variables and the product bringing
satisfaction to the customer.

SIGNIFICANT
2 Age 0.000 Significant
36
3 Marital status 0.000 Significant
5 Occupation 0.001 Significant
INTERPRETATION:
There is significance difference between gender, age, marital status, occupation, monthly income
and the product bringing satisfaction to the customer as their significance level is lower than the
P value 0.05. Thus H1 alternate hypothesis is accepted in this case. There is no significant
difference between education and the product bringing satisfaction to the customer as their
significant value is greater than the P value of 0.05. Thus H0 null hypothesis is accepted.
Table 3.18 Association of demographic variable and the product contribution

to sample respondents’ social happiness
HYPOTHESIS:
H0: There is no significant association between demo graphic variables and the product
contribution to sample respondent’s social happiness.
H1: There is a significant association between demographic variables contribution to sample

respondents social happiness.

SIGNIFICANT
2 Age 0.000 Significant
3 Marital status 0.003 Significant
37
INTERPRETATION:
There is significance difference between genders, age, marital status, monthly income the
product contribution to sample respondent’s social happiness as their significance level is lower
than the P value 0.05. Thus H1 alternate hypothesis is accepted in this case. There is no
significant difference between education, occupation and the product contribution to sample
respondent’s social happiness as their significant value is greater than the P value of 0.05. Thus
H0 null hypothesis is accepted.
Table 3.19 Association of demographic variables and the sample respondents

regretting the purchase made.
HYPOTHESIS
H0: There is no significant association between demo graphic variables and the sample
respondents regretting the purchase made.
H1: There is a significant association between demographic variables and the sample
respondents regretting the purchase made.

SIGNIFICANT
38
INTERPRETATION:
marital status, education, occupation, monthly income and the sample respondents regretting the
purchase made as their significant value is greater than the P value of 0.05. Thus H0 null
hypothesis is accepted.
Table 3.20 Association of demographic variables and consumer decision for

choosing alternate product
HYPOTHESIS
H0: There is no significant association between demographic variables and sample respondents
the decision for choosing alternate product.

SIGNIFICANT
5 Occupation 0.008 Significant
respondents decision for choosing alternate product.
39
INTERPRETATION:
marital status, education, and the sample respondent’s decision for choosing alternate product as
their significant value is greater than the P value of 0.05. Thus H0 null hypothesis is accepted.
There is no significant difference between occupation, monthly income and the sample
respondent’s decision for choosing alternate product as their significant value is greater than the
P value of 0.05. Thus H0 null hypothesis is accepted.
Table 3.21 Association of demographic variables and consumer enjoying

being influenced by fomo.
HYPOTHESIS
H0: There is no significant association between demo graphic variables and the sample
respondents enjoying being influenced by fomo.
respondents enjoying being influenced by fomo.

SIGNIFICANT
40
INTERPRETATION:
There is a significance difference between gender and the sample respondents enjoying being
influenced by fomo as their significance level is lower than the P value 0.05. Thus H1 alternate
hypothesis is accepted in this case. There is no significant difference between the demographic
variables such as age, marital status, education, occupation, monthly income and the sample
respondents enjoying being influenced by fomo as their significant value is greater than the P
value of 0.05. Thus H0 null hypothesis is accepted.
SUMMARY
FOMO marketing is messaging that triggers audience’s innate fear of missing out in order to
make them more likely to take action. Fear of missing out (FOMO) is described as "a pervasive
apprehension that others might be having rewarding experiences from which one is absent". This
social anxiety is characterized by "a desire to stay continually connected with what others are
doing". FOMO is also defined as a fear of regret, which may lead to a compulsive concern that
one might miss an opportunity for social interaction, a novel experience, a profitable investment,
or other satisfying events. In other words, FOMO perpetuates the fear of having made the wrong
decision on how to spend time since one "can imagine how things could be different".
Millennials are spending more, travelling more, and seeking experiences more than any other
generation, with Gen Z close behind. Of course, millennial instincts for sharing are well
documented, as they are constantly in search for places to post about their experiences. Social
media only adds fuel to their FOMO fire, enticing them to spend ever-increasing shares of their
disposable income on experiences so they feel like they are keeping pace with their perpetually
posting peers. While this behaviour may strike fear in the heart of retailers attempting to capture
their share of millennial disposable income, they actually point directly toward new and
unprecedented opportunities to differentiate.
METHOD OF DATA COLLECTION:
This study is based on narrow and specific sample of the countries’ population. The survey
method was used for primary data collection. This survey is conducted with the help of
41
structured and customized questionnaire. The question framed were multiple choices and based
on scale coded as 5=strongly agree, 4=agree, 3=neutral, 2=disagree, 1=strongly disagree. The
questions were divided into various heads investigating the different factors on the influence of
fear of missing out marketing on consumer behaviour and the details of the respondents were
also collected.
SOURCE OF DATA:
The fair copy of questionnaire was given to 100 respondents, covering all age of women in
Chennai city. The circulated questionnaire was collected in two days of time and the data was
fed to test their reliability.
FINDINGS
 It is observed that 61% of the respondents are female.

 Among the respondents 82% fall under the age group of 18-23.
 It is observed that 75% of the sample is Under graduate.
 With respect to the occupation, it is observed that 81% are students.
 The highest response is from the lower income group of less than 25000.
Percentage analysis showed the following,
 The majority of respondents prefer Instagram as their social media platform and
Pinterest as their least. Instagram is thus widely used as platform for fear of
missing out marketing technique.
 The majority of the respondents 69% agree to that they have fallen for fomo
technique to influencing them to purchase clothes.
 The majority of the respondents 81% agree Offers and discounts with time limits
technique are most popular and Product bundle technique is found least popular.
 The majority of the respondents have ranked Time limit offer as the most
influencing technique of fear of missing out marketing.
42
The Chi-square test showed the following,
 There is no significant difference between gender, marital status, age, education,

occupation, income and the personal value the product expressed the product
purchased by influence of fomo as their P values are higher than 0.05.
 There is a significant difference between educational qualification, monthly
income and the impression that the product purchased by influence of fomo as
their P value is less than0.05.
 There is a significant difference between education and the opportunity the
product purchased gives for more conversations as their P value is less than0.05.
 There is significant difference between gender and the product making the
consumer feel them as a part of community as their P value is less than0.05.
 There is significant difference between education and the confidence for
socializing as their P value is less than0.05.
 There is a significant difference between gender, marital status, age, occupation,
income and satisfaction level as their P value is less than0.05.
 There is a significance difference between gender, age, marital status, monthly
income and the social happiness factor as their P value is less than0.05.
 There is no significant difference between gender, marital status, age, education,
occupation, income and the purchase decision regretting factor as their P values
are higher than 0.05.
 There is a significance difference between occupation, monthly income and the
choosing of alternate product as their P value is less than0.05.
 There is a significance difference between gender and level of enjoying fear of
missing out as their P value is less than0.05.
Mean based ranking shows
 That most of the sample respondents are satisfied by being influenced by fomo
with mean value3.17.
 The sample respondents prefer buying alternate product with mean value 3.01.
 The sample respondents regret buying with influence of fomo with mean value
2.98.
43
 The sample respondents feel the product contributes to their social happiness
with mean value 2.87.
 The sample respondents are satisfied with their fomo influenced purchase with
mean value 2.79.
SUGGESTIONS:
 The fomo technique is mostly a millennial marketing. The businessmen have to

work on more strategies to get the attention of other age groups also.
 The fomo marketing technique has covered a narrow variety of products so the
marketers must find more techniques to cover wide variety of products.
 The awareness among the consumers regarding fear of missing out should be
improved
CONCLUSION:
This study focused on gaining insight into the consumer attitude and buying behaviour and
psychological behaviour towards the Fear of missing out marketing. From the study it is evident
that student community falling between18-23 age group are highly influenced by the fear of
missing out factor and fall easily for the fomo marketing technique by the business people.
Social media have created greater impact in the society so fear of missing out marketing which is
a part of digital marketing will be a very price effective way of marketing. It is also found that
women are more likely to be influenced by fear of missing out so further development of fomo
marketing techniques relating to women products will have a great reach. The consumers like to
be always part of the community in general thus fomo marketing technique will be efficient on
consumers.
44
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FOMO marketing is messaging that triggers audience’s innate fear of missing out in order to

make them more likely to take action.

Having become an indispensable part of our lives as a result of developments in communication

FOMO among millennials

more than is possible into their day.

access to social networks.

Main Causes of FOMO

1. Set a Time Limit

2. Use Social Proof

3. Quote Celebrities or Influencers

4. Market Product Bundles

5. Leverage FOMO on Multiple Channels

Use of strong phrases like

 You can use phrases such as:

7. Use Competitive Spirit

8. Highlight Missed Opportunities

OBJECTIVES OF THE STUDY

 To provide conceptual framework of Fear of missing out marketing (fomo).

SCOPE OF THE STUDY

SAMPLE SIZE & METHOD

DATA ENTRY AND TOOLS

A percentile analysis is a measure used in statistics indicating the value in percentage of

Fatimah Furaiji, Małgorzata Łatuszyńska and Agata Wawrzyniak Contemporary

Classification of sample respondents based on gender

S.NO GENDER FREQUENCY PERCENTAGE

Chart 3.1: Gender of the respondents

Classification of sample respondents based on age

S.NO AGE FREQUENCY PERCENTAGE

Chart 3.2: Age of the respondents

Classification of sample respondents based on marital status

S.NO MARITAL STATUS FREQUENCY PERCENTAGE

TOTAL 100 100

Chart: 3.3 Marital status of the respondents

Classification of sample respondents based on Educational qualification

S.NO EDUCATION FREQUENCY PERCENTAGE

Chart 3.4: Educational qualification of the respondents

Classification of sample respondents based on occupation

Chart3.5: Occupation of the respondents

Classification of sample respondents based on monthly income

S.NO MONTHLY FREQUENCY PERCENTAGE

Chart 3.6: Monthly income the respondents

Sample respondents’ response on their presence and preference in social

S.NO OPTION FREQUENCY RANKING

Sample respondent’s response on the products purchased by consumer’s

Fomo techniques popular among the consumers

S.N OPTION FREQUENCY RANKING

Sample respondents response on most preferred fomo technique

S.NO OPTION FREQUENCY RANKING

5 Kindling of competitive spirit.(showing how many people 30 5

Sample respondent’s response on the satisfaction they experienced through

S.NO SATISFACTORY FACTOR MEAN RANKING

1 I enjoy being influenced by fomo.. 3.17 1

3 I regret making the purchase due to fomo. 2.98 3

4 The purchase I made contributes to my social 2.87 4

5 I am satisfied with the purchase made due to 2.79 5

ASSOCIATION BETWEEN DEMOGRAPHIC VARIABLES AND

S.NO DEMOGRAPHIC VARIABLES P VALUE SIGNIFICANT/NOT