FOMO Marketing as a Strategic Response: Brand Positioning and Long-Term Branding Strategy among Food and Beverage MSMEs in Indonesia

Using thematic analysis and cross-case comparison, this study examines FOMO marketing, brand positioning, and constraints among Jakarta food and beverage MSMEs. Ten owners or marketing decision-makers were interviewed; eight principal cases were coded and compared with selected social media posts. Two uncoded interviews served only as redundancy checks. FOMO understanding was practice-first. Clearer positioning accompanied selective trend adoption, while weaker clarity accompanied reactive tactics. Reliance on FOMO was described alongside limited owner attention, operational constraints, and difficulty maintaining alternatives. These eight-case interpretations concern owners' decisions, not measured marketing effectiveness, consumer retention, or long-term brand outcomes.