The Effect of FoMO (Fear of Missing Out) on Purchasing Behavior in Public Relations Practices
Technology has been developing rapidly for a very long time, and this development creates new dynamics in all areas of life. Now, there is almost no area independent from the phenomenon of technology and technological tools. In this context, public relations practices also try to influence people’s...
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| Format: | Article |
| Language: | English |
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Selcuk University Press
2022-10-01
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| Series: | Selçuk İletişim |
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| Online Access: | https://dergipark.org.tr/tr/download/article-file/2428336 |
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| author | Müge Bekman |
| author_facet | Müge Bekman |
| author_sort | Müge Bekman |
| collection | DOAJ |
| description | Technology has been developing rapidly for a very long time, and this development creates new dynamics in all areas of life. Now, there is almost no area independent from the phenomenon of technology and technological tools. In this context, public relations practices also try to influence people’s purchasing behavior through different tools and applications. Since public relations cannot be considered only as a promotional and image activity, the relationship of the issue with purchasing practices is established in this study. On the other hand, people’s buying behavior is influenced by certain methods. The aim of this article is to examine the effect of fear of missing out (FoMO) on developments, which is a new concept in public relations practices, on individuals’ purchasing behavior through the example of Trendyol. In this study, the extent to which the consumer's FoMO on the activities and life experiences of others affects their purchasing behavior is discussed. At the same time, how demographic structure affects purchasing behavior is also examined. The method of the study is structural equation modeling from a statistical point of view. The results of the study show that the increase in the fear of missing out affects purchasing behavior. It has been observed that this does not differ according to gender but differs according to education level and income source.Keywords: Public Relations, Fear of Missing Out (FoMO), Purchasing Behavior |
| format | Article |
| id | doaj-art-45604bc2d42c458a9d0b12fb9d4fc1b5 |
| institution | Kabale University |
| issn | 2148-2942 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | Selcuk University Press |
| record_format | Article |
| series | Selçuk İletişim |
| spelling | doaj-art-45604bc2d42c458a9d0b12fb9d4fc1b52025-01-03T00:06:13ZengSelcuk University PressSelçuk İletişim2148-29422022-10-0115252855710.18094/josc.1116808154The Effect of FoMO (Fear of Missing Out) on Purchasing Behavior in Public Relations PracticesMüge Bekman0İSTANBUL ÜNİVERSİTESİ - CERRAHPAŞA, TEKNİK BİLİMLER MESLEK YÜKSEKOKULUTechnology has been developing rapidly for a very long time, and this development creates new dynamics in all areas of life. Now, there is almost no area independent from the phenomenon of technology and technological tools. In this context, public relations practices also try to influence people’s purchasing behavior through different tools and applications. Since public relations cannot be considered only as a promotional and image activity, the relationship of the issue with purchasing practices is established in this study. On the other hand, people’s buying behavior is influenced by certain methods. The aim of this article is to examine the effect of fear of missing out (FoMO) on developments, which is a new concept in public relations practices, on individuals’ purchasing behavior through the example of Trendyol. In this study, the extent to which the consumer's FoMO on the activities and life experiences of others affects their purchasing behavior is discussed. At the same time, how demographic structure affects purchasing behavior is also examined. The method of the study is structural equation modeling from a statistical point of view. The results of the study show that the increase in the fear of missing out affects purchasing behavior. It has been observed that this does not differ according to gender but differs according to education level and income source.Keywords: Public Relations, Fear of Missing Out (FoMO), Purchasing Behaviorhttps://dergipark.org.tr/tr/download/article-file/2428336halkla i̇lişkilergelişmeleri kaçırma korkusu (fomo)satın alma davranışıhalkla i̇lişkiler uygulamalarıtrendyolpublic relationsfear of missing out (fomo)purchasing behaviorpublic relations practicestrendyol |
| spellingShingle | Müge Bekman The Effect of FoMO (Fear of Missing Out) on Purchasing Behavior in Public Relations Practices Selçuk İletişim halkla i̇lişkiler gelişmeleri kaçırma korkusu (fomo) satın alma davranışı halkla i̇lişkiler uygulamaları trendyol public relations fear of missing out (fomo) purchasing behavior public relations practices trendyol |
| title | The Effect of FoMO (Fear of Missing Out) on Purchasing Behavior in Public Relations Practices |
| title_full | The Effect of FoMO (Fear of Missing Out) on Purchasing Behavior in Public Relations Practices |
| title_fullStr | The Effect of FoMO (Fear of Missing Out) on Purchasing Behavior in Public Relations Practices |
| title_full_unstemmed | The Effect of FoMO (Fear of Missing Out) on Purchasing Behavior in Public Relations Practices |
| title_short | The Effect of FoMO (Fear of Missing Out) on Purchasing Behavior in Public Relations Practices |
| title_sort | effect of fomo fear of missing out on purchasing behavior in public relations practices |
| topic | halkla i̇lişkiler gelişmeleri kaçırma korkusu (fomo) satın alma davranışı halkla i̇lişkiler uygulamaları trendyol public relations fear of missing out (fomo) purchasing behavior public relations practices trendyol |
| url | https://dergipark.org.tr/tr/download/article-file/2428336 |
| work_keys_str_mv | AT mugebekman theeffectoffomofearofmissingoutonpurchasingbehaviorinpublicrelationspractices AT mugebekman effectoffomofearofmissingoutonpurchasingbehaviorinpublicrelationspractices |