SOCIAL-PSYCHOLOGICAL BASIS OF FOMO-MARKETING

The phenomenon of FOMO (“fear of missing out”) is becoming increasingly relevant in the context of the development of social media and digital technologies. The term refers to anxiety associated with the fear of missing out on important events or opportunities. This paper examines various aspects and causes of FOMO, including theories of self-determination, social comparison, and self-control. Particular attention is paid to the role of social media and user-generated content (UGC) in shaping and reinforcing FOMO, as well as their influence on users’ psycho-emotional state and purchasing behavior. Modern marketplaces that combine social and commercial functions are becoming key platforms for enhancing the FOMO effect, which requires brands to adapt their digital marketing strategies.