TITLE:
FOMO and Conformity Consumption: An Examination of Social Media Use and Advertising Online among Egyptian Millennials
AUTHORS:
Ayah A. Ezzat, Asser Ezz El Din, Hisham Abdelmoaty
KEYWORDS:
FOMO, Social Media, Online Advertising, Conformity Consumption, Egyptian Millennials
JOURNAL NAME:
Open Access Library Journal,
Vol.10 No.6,
June
15,
2023
ABSTRACT: Due to the current increase of social media usage and online advertising, multiple scholars were able to relate this to consumer behavior. This study is done with the aim to investigate the mediating role of FOMO (fear of missing out) and how it intervenes the relationship between social media usage, advertising online, and conformity consumption. The target group of the study is Egyptian Millennials. The researcher collected data from 384 Egyptians from the Millennial group, aging between 25 and 40 in the year 2022, and utilized a quantitative approach that is self-administered surveys. Findings suggest that social media usage and advertising online have a significant positive impact on FOMO, which acts as a mediator between these variables and conformity consumption. Findings of this study hold significant academic and practical implications for marketers, scholars, and policy makers.