STREAMING SUCCESS: HARNESSING THE POWER OF FOMO IN LIVE MARKETING STRATEGIES

The Fear of Missing Out (FOMO) stands as the primary psychological force which drives live marketing approaches while it controls consumer actions and determines their instantaneous decisions. A critical analysis of fundamental FOMO-based marketing principles happens in this research because academia lacks extensive theoretical analyses regarding its effects. Marketing strategies face a crucial problem when determining how to balance consumer speed with ethical values alongside giving consumers satisfaction over time. The paper merges Scopus AI analysis with peer-reviewed literature research to investigate the psychological elements of FOMO and its marketing applications as well as the resulting consumer satisfaction issues. The findings demonstrates that social influence as well as emotional appeals together with interactive engagement give rise to FOMO-based behaviors. Effective consumer-engagement marketing methods consisting of restricted offers together with social validation demonstrations and moment-to-moment contact enhance purchasing behaviors and customer engagement. Strategies employing these methods face challenges because ethical concerns with more mistakes and differing customer needs affect the techniques. The research adds theoretical value to behavioral decision-making theories with the Theory of Consumption Values by enhancing knowledge about loss aversion strategies and social validation processes in digital and live-streaming media. Marketers can use this research to generate practical marketing insights which require urgent communication while maintaining clarity and demand specific approaches for different customer groups. The research uses Scopus AI-assisted literature analysis to build a conceptual model which describes relationships between FOMO marketing methods and their impact on decision making from the consumer perspective and market demand patterns. The research utilizes AI-driven analytical data to establish an organized framework that evaluates FOMO strategy performance levels as well as the related transparency measures and ethical dimensions. Researchers should examine how FOMO marketing affects consumer trust over time as well as its influence on brand loyalty. The research shows that FOMO delivers two functions by activating instant consumer reactions together with lasting modifications to their brand connections.