The Effect of FoMO on the Intention of Buying a Holiday on Social Media

Abstract

Fear of Missing Out in social media can be expressed as a feeling of emotion in the case of not being involved in the events taking place outside of him and being aware of them through social media (although it may attract the attention of the person). In the studies carried out to date, the aim of this study is to reveal the effect of FoMO (Fear of Missing Out) on holiday buying intention in social media due to the lack of research on the effect of the relationship between social media and FoMO on tourism activities. For this purpose, individuals who are over 18 years of age have been subject to 1623 questionnaires collected through Google forms. In the questionnaire; the participants' expressions about the social media usage intensities, FoMO levels, purchasing intentions, and the descriptive questions about the demographic characteristics of the participants. As a result of the research, although there is a significant relationship between the intensity of social media usage and FoMO, it was concluded that FoMO has an effect on the purchase intention of the person in social media. In the light of the results and literature review, various propositions have been made to researchers and enterprises.