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What is FOMO?

  • Management Dictionary
  • Information Systems

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Several blogs and websites focused on social media marketing suggest that, for brands with an Instagram account, it may be beneficial to cultivate followers’ fear of missing out (FoMO) by posting ephemeral content. Drawing on an online survey conducted with 550 followers of various brands’ Instagram accounts and on a scenario-based experiment involving 535 participants, this article shows that the ephemeral nature of content triggers FoMO among followers, which in turn positively influences engagement and fatigue toward the brand’s account. Engagement (resp. fatigue) with the brand’s account is, in turn, positively (resp. negatively) related to brand attitude and brand attachment. Further analyses reveal that the total effect of followers’ FoMO on brand attachment is positive and significant, whereas the total effect of FoMO on brand attitude is not significant. Moreover, the ephemeral nature of content has a negative and significant total effect on brand attitude. These findings indicate, among other things, that it is not advantageous for brands to encourage FoMO among their Instagram followers by posting ephemeral content.

https://doi.org/10.1007/s40429-015-0056-9
https://doi.org/10.1108/ITP-04-2018-0184
https://doi.org/10.1177/20515707231161808
https://doi.org/10.1016/j.chb.2013.02.014

Mots clés
  • Attachment, dependence, digital social networks, engagement, FOMO, mental he

Auteur.e(s)

KEFI Hajer
Professeure
EMLV

Institution(s)

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