Examining The Relationship Between Consumer-Centric FOMO And Avoidance Of Brands With External FOMO Appeal

This study examines whether consumer-centric FOMO causes a tendency to avoid brands with external FOMO appeal and whether the variables of consumer independence, mindful consumption and consumer cynicism, which are proposed as negative antecedents of consumer-centric FOMO, have moderating effects on the relationship between consumer-centric FOMO and avoidance of brands with external FOMO appeal. In this context, data were collected from 484 consumers using the judgmental sampling method. The research hypotheses were tested by performing structural equation modeling and moderation analysis through LISREL 8.8 program and SPSS PROCESS Macro v4.2 program. As a result of the path analysis, it was found that consumer independence has a negative and significant effect on consumer-centric FOMO, while mindful consumption and consumer cynicism do not have a significant effect on consumer-centric FOMO. As a result of the moderation analysis, it was found that mindful consumption has a moderating effect on the relationship between consumer-centric FOMO and avoidance of brands with external FOMO appeal, while consumer independence and consumer cynicism do not have a moderating effect on the relationship between consumer-centric FOMO and avoidance of brands with external FOMO appeal. The findings of this research are expected to provide theoretical contributions to consumer behavior and marketing communication literature and practical contributions to brands in managerial decision-making processes.