Usage of Fear of Missing Out in Promotional Activities – A Research Agenda

Fear of missing out (FOMO) can be defined as an individual’s pervasive apprehension that others might having rewarding experienc­es from which one is absent. considered to arise deficits in one’s need satisfaction and, considering the fact pur­chasing behaviour generally driven by various needs and wants, usage FOMO-based appeals holds potential amplify effectiveness those appeals, overall promotional activities. This paper provides a research agenda discussing FOMO phenomena its implications for activities, primarily highly-targeted ones con­ducted digital environments