Investigating the Effect of Fomo and Perceived Social Media Marketing on Online Unplanned Purchase Behavior

Abstract

Purpose– The use of social media has increased considerably with digitalization. Consumers are influenced by social media and want to buy products or services. If this purchase is not realized or postponed, they feel the fear of missing developments. Therefore, consumers are thought to purchase products or services unplanned, whether they need them or not. Accordingly, this study investigates whether fear of missing out and perceived social media marketing have an impact on consumers' unplanned purchase behavior. Design/methodology/approach- In the research, data were obtained using online survey technique. .... survey was conducted using simple random method. The information obtained was analyzed using structural equation modeling (SEM) with IBM SPSS 27 and its add-on AMOS. Findings- According to the findings obtained from the analysis, it was concluded that the types of social media perception do not affect unplanned buying behavior. In addition, social media perception does not affect the fear of missing out and the fear of missing out scale does not affect unplanned buying behavior. Discussion- According to these findings, it is seen that consumers are now more conscious than before and do not trust the work done on social media platforms as much as they used to. In this direction, it has been concluded that the fear of missing out on developments and the perception of social media do not trigger consumers' unplanned purchasing behavior.