Publicação
Fear of Missing Out: The Influence of Social Media Influencers in the Technology Sector
| Resumo: | Prior research suggests the Fear of Missing Out (FOMO) is linked to anxiety and impulsive decisions. However, little is understood about the psychological factors that drive these effects in the technology sector with influencer marketing. The thesis examines the effects of FOMO- related influencer messages on consumer behavior, especially in regards to fast buying decisions made by young users online. A crosssectional survey (N= 230) participants using an experimental design to see how FOMO-functioning ads differ from those that do not cause FOMO. Data suggest that people are likely to buy on impulse more when they receive FOMO information. Besides, this effect happensthrough the perception ofthreat to personal liberty and psychological reactance. Coming from Self-Determination Theory and Social Comparison Theory, the conclusions show how influencers use emotional and social tactics to influence buying decisions. The research adds to the discussion on digital marketing and stresses the importance of ethics when aiming campaigns at users who are actively involved on social media. |
|---|---|
| Autores principais: | Aissa, Mohamed Wael Ben |
| Assunto: | Fear of Missing Out (FOMO) Influencer Marketing Impulsive Buying Psychological Reactance Perceived Freedom Threat Self-Determination Theory (SDT) SDG 3 - Good health and well-being SDG 12 - Responsible production and consumption |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Prior research suggests the Fear of Missing Out (FOMO) is linked to anxiety and impulsive decisions. However, little is understood about the psychological factors that drive these effects in the technology sector with influencer marketing. The thesis examines the effects of FOMO- related influencer messages on consumer behavior, especially in regards to fast buying decisions made by young users online. A crosssectional survey (N= 230) participants using an experimental design to see how FOMO-functioning ads differ from those that do not cause FOMO. Data suggest that people are likely to buy on impulse more when they receive FOMO information. Besides, this effect happensthrough the perception ofthreat to personal liberty and psychological reactance. Coming from Self-Determination Theory and Social Comparison Theory, the conclusions show how influencers use emotional and social tactics to influence buying decisions. The research adds to the discussion on digital marketing and stresses the importance of ethics when aiming campaigns at users who are actively involved on social media. |
|---|