When Keeping Up Feels Like Missing Out: Social Media-Induced FOMO Increases Consumers’ Engagement Intentions – MSI

Working Paper

When Keeping Up Feels Like Missing Out: Social Media-Induced FOMO Increases Consumers’ Engagement Intentions

Barbara E. Kahn

The Wharton School

Cindy Chan

University of Toronto

Jacqueline Rifkin

Cornell University

Dec 5, 2023

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Uses a series of lab experiments exposing participants to actual social media posts by a well-known brand to determine the circumstances under which fear of missing out (FOMO) can enhance customer engagement with the brand.

Topics

brands & branding Consumer Behavior & Insights Marketing Capabilities Social Media & Social Influencers

research recap

Can Fear of Missing Out Keep Customers In?

Fear of missing out can make some individuals anxious as they follow friends’ activities online. Properly understood, however, FOMO can be a way for brands to engage customers, especially those who are most attracted to the brand and where social media posts focus on content and events they care most about.

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