Research Information System
Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi, vol.14, no.1, pp.65-80, 2024 (Peer-Reviewed Journal)
Nowadays, individuals make decisions under the emotion of high uncertainty due to the effect of FOMO (Fear of Missing Out) on social media platforms. In marketing and communication activities on online platforms, FOMO is seen as an impulsive tool to increase consumers' purchasing behavior. It is thought that marketing and communication applications designed with impulsive messages for consumers' FOMO, especially in social networks, can trigger impulsive buying behavior. After purchasing decisions are made with the effect of FOMO, the likelihood of individuals experiencing regret for not making a purchase is high. The literature has focused on examining the relationship between FOMO and social media. In this study, as a contribution to the literature, purchasing behaviors created by the FOMO effect created by social media and the effect of purchases made under this effect on the return rate were examined. Consumers living in Bursa and having an online shopping experience were chosen as the population for this research, and the convenience sampling method was used. The research model was tested with structural equation modeling using Smart PLS. This study revealed that the use of social media and social media advertisements have a significant and positive effect on FOMO, thus supporting the literature. In addition, it has been revealed that the FOMO effect positively impacts impulsive buying. Impulsive purchasing leads to a higher likelihood of experiencing post-purchase regret, and post-purchase regret has a positive effect on return intention.