1. bookVolume 5 (2019): Issue 2 (December 2019)
Journal Details
License
Format
Journal
eISSN
2450-7563
First Published
16 Apr 2015
Publication timeframe
2 times per year
Languages
English
access type Open Access

FOMO, Brands and Consumers – about the Reactions of Polish Internet Users to the Activities of Brands in Social Media (Based on CAWI Representative Research)

Published Online: 31 Dec 2019
Volume & Issue: Volume 5 (2019) - Issue 2 (December 2019)
Page range: 69 - 84
Journal Details
License
Format
Journal
eISSN
2450-7563
First Published
16 Apr 2015
Publication timeframe
2 times per year
Languages
English
Abstract

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 are 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.

Keywords

AALBERS G., MCNALLY R.J., HEEREN A., DE WIT S., FRIED E.I. (2018), Social media and depression symptoms: A network perspective, [in:] Journal of Experimental Psychology: General, vol. 148, pp. 1454–1462.Search in Google Scholar

ALEXANDER B., BARRETT K., CUMMING S., HERRON P.P., HOLLAND C., KEANE K., OGBURN J., ORLOWITZ J., THOMAS M.A., TSAO J. (2016), Report from the Information Overload and Underload Workgroup, [in:] Open Scholarship Initiative Proceedings, vol. 1.10.13021/G8TG7JSearch in Google Scholar

ALLEN K.A., RYAN T., GRAY D.L., MCINERNEY D.M., WATERS L. (2014), Social Media Use and Social Connectednessin Adolescents: The Positives and the Potential Pitfall, [in:] The Australian Educational and Developmental Psychologist, vol. 31, pp. 18–31.Search in Google Scholar

ALT D. (2015), College students’ academic motivation, media engagement and fear of missing out, [in:] Computers in Human Behavior, vol. 49, pp. 111–119.Search in Google Scholar

ANDREASSEN C., TORSHEIM T., BRUNBORG G., PALLESEN S. (2012), Development of a Facebook Addiction Scale, [in:] Psychological reports, vol. 110, pp. 501-517.Search in Google Scholar

ARIEL Y., AVIDAR R. (2015), Information, Interactivity, and Social Media, Atlantic, [in:] Journal of Communication, vol. 23, pp. 19-30.Search in Google Scholar

BATORSKI D. (2011), W morzu informacji, [in:] Academia, vol. 3, pp. 24-26.Search in Google Scholar

BLACKWELL D., LEAMAN C., TRAMPOSCH R., OSBORNE C., LISS M. (2017), Extraversion, neuroticism, attachment style and fear of missing out as predictors of social media use and addiction, [in:] Personality and Individual Differences, vol. 116, pp. 69–72.Search in Google Scholar

BRIGHT L.F., LOGAN K. (2018), Is my fear of missing out (FOMO) causing fatigue? Advertising, social media fatigue, and the implications for consumers and brands, [in:] Internet Research, vol. 28, pp. 1213-1227.10.1108/IntR-03-2017-0112Open DOISearch in Google Scholar

CARLY (2019), How to use FOMO marketing on social media [online: December 4, 2019], https://keystonevirtual.com/fomo-marketing-ideas.Search in Google Scholar

ÇELIK K.I., ERU O., COP R. (2019), The Effects of Consumers’ FoMo Tendencies On Impulse Buying and The Effects of Impulse Buying on Post-Purchase Regret: An Investigation on Retail Stores, [in:] BRAIN – Broad Research in Artificial Intelligence and Neuroscience, vol. 10, pp. 124-138.Search in Google Scholar

D’AMATO G., CECCHI L., LICCARDI G., PELLEGRINO F., D’AMATO M., SOFIA M. (2012), Social Networks: A New Source of Psychological Stress or a Way to Enhance Self-esteem? Negative and Positive Implications in Bronchial Asthma, [in:] Journal of investigational allergology & clinical immunology, vol. 22, pp. 402-5.Search in Google Scholar

ELHAI J.D., LEVINE J.C., DVORAK R.D., HALL B.J. (2016), Fear of missing out, need for touch, anxiety and depression are related to problematic smartphone use, [in:] Computers in Human Behavior, vol. 63, pp. 509-516.Search in Google Scholar

FEATHERSTONE S. (2018), FOMO Marketing: How You Can Win The Attention Economy [online: December 4, 2019], http://duffy.agency/brandbase/fomo-marketing-win-the-attention-economy.Search in Google Scholar

FELIX R., RAUSCHNABEL PP., HINSCH C. (2017), Elements of strategic social media marketing: A holistic framework, [in:] Journal of Business Research, vol. 70, pp.118-126.10.1016/j.jbusres.2016.05.001Open DOISearch in Google Scholar

FLAXMAN S., GOEL S., RAO J.M. (2016), Filter bubbles, echo chambers, and online news consumption, [in:] Public Opinion Quarterly, vol. 80, pp. 298–320.10.1093/poq/nfw006Open DOISearch in Google Scholar

FLYNN L., JALALI A., MOREAU K.A. (2015), Learning theory and its application to the use of social media in medical education, [in:] Postgraduate Medical Journal, vol. 91, pp. 556–560.Search in Google Scholar

FUSTER H., CHAMARRO A., OBERST U. (2017), Fear of Missing Out, online social networking and mobile phone addiction: A latent profile approach, [in:] Aloma: Revista de Psicologia, Ciències de l’Educació i de l’Esport, vol. 35, pp. 23-30.Search in Google Scholar

GEZGIN D. (2018), Understanding Patterns for Smartphone Addiction: Age, Sleep Duration, Social Network Use and Fear of Missing Out, [in:] Cypriot Journal of Educational Sciences, vol. 13, pp. 409-421.Search in Google Scholar

GIL F., CHAMARRO A., OBERST U. (2016), Addiction to online social networks: A question of “Fear of missing out”?, [in:] Journal of Behavioral Addictions, vol. 4 (suppl. 1), pp. 51.Search in Google Scholar

GREENHOW CH., LEWIN C. (2015), Social media and education: reconceptualizing the boundaries of formal and informal learning, [in:] Learning Media and Technology, vol. 41, pp. 1-25.Search in Google Scholar

GRZYBOWSKA K. (2019), Najpopularniejsze serwisy społecznościowe. Jak je wykorzystać w marketingu, [in:] Media społecznościowe. Interaktywnie.com [online: December 4, 2019], https://interaktywnie.com/biznes/artykuly/raporty-interaktywnie-com/raport-media-spolecznosciowe-2019-259316.Search in Google Scholar

HAMPTON K.N., LU W., SHIN I. (2016), Digital media and stress: the cost of caring 2.0. Information, [in:] Communication & Society, vol. 1, pp. 1267-1286.10.1080/1369118X.2016.1186714Search in Google Scholar

HERMAN D. (2010), The Fear of Missing Out (FOMO) [online: December 4, 2019], http://www.danherman.com/The-Fear-of-Missing-Out-(FOMO)-by-Dan-Herman.html.Search in Google Scholar

HODKINSON CH. (2019), ‘Fear of Missing Out’ (FOMO) marketing appeals: A conceptual model, [in:] Journal of Marketing Communications, vol. 25, pp. 65-88.Search in Google Scholar

HUNT A., GENTZKOW M., CHUAN Y. (2019), Trends in the diffusion of misinformation on social media, [in:] Research and Politics, pp. 1–8.Search in Google Scholar

HUNT M.G., MARX R., LIPSON C., YOUNG J. (2018), No More FOMO: Limiting Social Media Decreases Loneliness and Depression, [in:] Journal of Social and Clinical Psychology, vol. 37, pp. 751-768.Search in Google Scholar

Influencer Marketing Hub (2019), 50+ Social Media Sites You Need to Know in 2019 [online: December 4, 2019], https://influencermarketinghub.com/50-social-media-sites-you-need-to-know.Search in Google Scholar

JAMES T.L., LOWRY P.B., WALLACE L., WARKENTIN M. (2017), The effect of belongingness on obsessive-compulsive disorder in the use of online social networks, [in:] Journal of Management Information Systems, vol. 34, pp. 560-596.10.1080/07421222.2017.1334496Open DOISearch in Google Scholar

JUPOWICZ-GINALSKA A., JASIEWICZ J., KISILOWSKA M., BARAN T., WYSOCKI A. (2018), Polacy a lęk przed odłączeniem [online” December 4, 2019], https://www.wdib.uw.edu.pl/attachments/article/1992/FOMO.%20Polacy%20a%20l%C4%99k%20przed%20od%C5%82%C4%85czeniem%20-%20raport%20z%20bada%C5%84.pdf.Search in Google Scholar

KANG I., CUI H., SON J. (2019), Conformity Consumption Behavior and FoMO. Conformity Consumption Behavior and FoMO, [in:] Sustainability, vol. 11, p. 4734.10.3390/su11174734Search in Google Scholar

KEMP S. (2019), Digital 2019 [online: December 1, 2019], https://wearesocial.com/uk/digital-2019.Search in Google Scholar

KEMP S. (2019), Digital 2019: Poland [online: December 4, 2019], https://datareportal.com/reports/digital-2019-poland.Search in Google Scholar

KIRCABURUN K., KOKKINOS C.M., DEMETROVICS Z., KIRÁLY O., GRIFFITHS M.D., ÇOLAK T.S. (2019), Problematic Online Behaviors among Adolescents and Emerging Adults: Associations between Cyberbullying Perpetration, Problematic Social Media Use, and Psychosocial Factorsn, [in:] International Journal of Mental Health and Addiction, vol. 7, pp. 891–908.10.1007/s11469-018-9894-8Open DOISearch in Google Scholar

KNOWLES K. (2016), Meet the man behind FOMO. The MEMO [online: December 4, 2019], https://www.thememo.com/2016/03/22/fomo-patrick-mcginnisbook-the-10-entrepreneur-fomo-meme/.Search in Google Scholar

LAI C., ALTAVILLA D., RONCONI A., ACETO P. (2016), Fear of missing out (FOMO) is associated with activation of the right middle temporal gyrus during inclusion social cue, [in:] Computers in Human Behavior, vol. 61, pp. 516-521.Search in Google Scholar

LEBOEUF K. (2016), 2016 update: what happens in one Internet minute? [online: December 4, 2019], http://www.excelacom.com/resources/blog/2016-update-what-happens-in-one-internet-minute.Search in Google Scholar

Libertymarketing.co.uk (no data), How to use FOMO Effectively [online: December 4, 2019], https://www.liberty-marketing.co.uk/blog/how-to-use-fomo.Search in Google Scholar

LIN L.Y., SIDANI J.E, SHENSA A., RADOVIC A., MILLER E., COLDITZ J.B., HOFFMAN B.L., GILES L.M., PRIMARCK B.A. (2016), Association between social media use and depression among U.S. young adults, [in:] Depress Anxiety, vol. 33, pp. 323–331.Search in Google Scholar

Medialnaperspektywa.pl (2018), FoMO – bardzo skuteczna broń w rękach marketera cz. 1 [online: December 4, 2019], http://medialnaperspektywa.pl/fomo-bardzo-skuteczna-bron-w-rekach-marketera-cz-1.Search in Google Scholar

MILYAVSKAYA M., SAFFRAN M., HOPE N., KOESTNER R. (2018), Fear of missing out: prevalence, dynamics, and consequences of experiencing FOMO, [in:] Motivation and Emotion, vol. 42, pp. 725–737.10.1007/s11031-018-9683-5Open DOISearch in Google Scholar

MONACIS L., DE PALO V., GRIFFITHS MD, SINATRA M. (2017), Social networking addiction, attachment style, and validation of the Italian version of the Bergen Social Media Addiction Scale, [in:] Journal of Behavioral Addictions, vol. 6, pp. 178–186.Search in Google Scholar

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, [in:] Journal of Adolescence, vol. 55, pp. 51–60.Search in Google Scholar

PRZYBYLSKI A. K., MURAYAMA K., DEHAAN C. R., GLADWELL V. (2013), Motivational, emotional, and behavioral correlates of fear of missing out, [in:] Computers in Human Behavior, vol. 29, pp. 1841-1848.Search in Google Scholar

QIAO F. (2019), Conceptualizing Interactivity on Social Media and Exploring the Effects of Interactivity on Consumers’ Engagement with Online Social-Interactions, [in:] Online Journal of Communication and Media Technologies, vol. 9, e201913.Search in Google Scholar

REINECKE L., AUFENANGER S., BEUTEL M.E., DREIER M., QUIRING O., STARK B., MÜLLER K.W. (2017), Digital stress over the life span: The effects of communication load and internet multitasking on perceived stress and psychological health impairments in a German probability sample, [in:] Media Psychology, vol. 20, pp. 90-115.10.1080/15213269.2015.1121832Open DOISearch in Google Scholar

ROGUSKI A. (2018), Trendy w social media 2018 [online: December 4, 2019], https://www.whysosocial.pl/trendy-w-social-media-2019.Search in Google Scholar

SIDDIQUI S., SINGH T. (2016), Social Media its Impact with Positive and Negative Aspects, [in:] International Journal of Computer Applications Technology and Research, vol. 5, pp. 71-75.Search in Google Scholar

SOLT VAN M., RIXOM J., TAYLOR K. (2018), #FOMO: How the Fear of Missing Out Drives Consumer Purchase Decisions, [in:] Association of Marketing Theory and Practice Proceedings, vol. 41, https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2018/41.Search in Google Scholar

STANASZEK S., CZARNA A.Z. (2018), Narcyz w Sieci: Narcyzm jako osobowościowa determinanta Problemowego Używania Internetu i zachowania w mediach społecznościowych, [in:]: Nowak B.A., Maciąg K. (ed.) Diagnoza współczesnego społeczeństwa – przegląd wybranych aspektów, Lublin, Wydawnictwo Naukowe TYGIEL, pp. 26-49.Search in Google Scholar

STEAD H., BIBBY P.A. (2017), Personality, fear of missing out and problematic internet use and their relationship to subjective well-being, [in:] Computers in Human Behavior, vol. 76, pp. 534-540.10.1016/j.chb.2017.08.016Open DOISearch in Google Scholar

TAYLOR D.G. (2019), Social Media Usage, FOMO, and Conspicuous Consumption: An Exploratory Study: An Abstract, [in:] Rossi PP., Krey N. (ed.) Finding New Ways to Engage and Satisfy Global Customers. AMSWMC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.10.1007/978-3-030-02568-7_234Open DOISearch in Google Scholar

TUZIAK R. (2016), Big Data: nowe wyzwania a zmiana kultury organizacji, [in:] Opuscula sociologica, vol. 2, pp. 35-47.Search in Google Scholar

WEGMANN E., STODT B., BRAND M. (2015), Addictive use of social networking sites can be explained by the interaction of Internet use expectancies, Internet literacy, and psychopathological symptoms, [in:] Journal of Behavioral Addictions, vol. 4, pp. 155–162.Search in Google Scholar

WHELAN E., BROOKS S., ISLAM N. (2017), Cognitive control and social media overload, [in:] Twenty-third Americas Conference on Information Systems [online: December 4, 2019], https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1266&context=amcis2017.Search in Google Scholar

WILSON-NASH C., XIAO S. (2019), From F.O.M.O. 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, Regent’s University London, 02.07.2019-04.07.2019, pp. 1-9.Search in Google Scholar

VAN DIJCK J. (2013), The Culture of Connectivity: A Critical History of Social Media, Oxford: Oxfrod University Press.10.1093/acprof:oso/9780199970773.001.0001Search in Google Scholar

VINEREAN S. (2017), Importance of Strategic Social Media Marketing, [in:] Expert Journal of Marketing, vol. 5, pp. 28-35.Search in Google Scholar

VOGEL E., ROSE J.P. (2016), Self-reflection and interpersonal connection: Making the most of self-presentation on social media, [in:] Translational Issues in Psychological Science, vol. 2, pp. 294–302.Search in Google Scholar

YADAV M., RAHMAN Z. (2017), Measuring consumer perception of social media marketing activities in ecommerce industry: Scale development & validation, [in:] Telematics and Informatics, vol. 34, pp. 1294-1307.Search in Google Scholar

WOODS H.C, SCOTT W. (2016), #Sleepyteens: Social media use in adolescence is associated with poor sleep quality, anxiety, depression and low self-esteem, [in:] Journal of Adolescence, vol. 51, pp. 41-49.10.1016/j.adolescence.2016.05.008Search in Google Scholar

Recommended articles from Trend MD

Plan your remote conference with Sciendo