Advertising joy of missing out (JOMO): the roles of brand authenticity, self-brand congruity, and social comparison orientation

Purpose Joy of missing out (JOMO) reflects a deliberate and joyful choice to opt out of socially normative activity, yet evidence on whether and how JOMO-oriented advertising shapes purchase intention remains limited. This study aims to examine that effect through brand authenticity and self-brand congruity, with social comparison orientation tested as a boundary condition. Design/methodology/approach Three between-subjects experiments (n = 625) with social media users compare JOMO-oriented against non-JOMO-oriented advertising across three product categories and estimate mediation, serial mediation and moderated serial mediation models. Findings Study 1 shows JOMO-oriented advertising raises purchase intention indirectly through self-brand congruity. Study 2 reveals a serial pathway in which such advertising strengthens brand authenticity, which corresponds with greater self-brand congruity and, in turn, purchase intention. Study 3 shows social comparison orientation strengthens the effect of JOMO-oriented advertising on brand authenticity, thereby carrying its influence on purchase intention through brand authenticity and the serial pathway. Originality/value This research establishes JOMO-oriented advertising, as operationalized here, as an appeal distinct from FOMO, mindfulness, escapism and digital detox messaging, grounded in intentional nonparticipation as self-expression and value-driven enrichment. The findings extend self-congruity theory by showing that brand authenticity is associated with self-brand congruity within a proposed ordering linked to purchase intention. They also position social comparison orientation as a boundary condition that shapes identity affirmation among comparison-oriented consumers and offer practical guidance for brands tailoring JOMO messaging.