Abstract

A new mode of social media-based phenomenon regarding relationship between fomo and consumption, namely fomsumerism, points out a new paradigm or point of view in terms of marketing. This article is a pioneering theoretical work as an approach from the perspective of combination of fomo and consumption. The aim of this article was to conceptualize the fomsumerism in terms of consumer behavior and to discuss this phenomenon, concept or theory. This study provides needed clarity for scholars approaching this topic. Consumption regarding fomo, fomsumerism, is depend on a sense of social media sharing and it is important to individual and social identity through shared product, service and experiences. In conclusion, this theoretical framework suggests it may be important to reveal the notion that fomsumerism in general represents the hidden patterns of consumption behavior of social media in today's world. This paper contributes to marketing theory by developing a conceptual approach that explains and offers implications pertaining to the relationship between fomo and consumption in the age of social media.

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