Linking FOMO and Smartphone Use to Social Media Brand Communities

Oseyenbhin Sunday Osemeahon and Mary Agoyi
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Oseyenbhin Sunday Osemeahon: Management Information Systems Department, School of Applied Sciences, Cyprus International University, 99258 Nicosia, Turkey
Mary Agoyi: Management Information Systems Department, School of Applied Sciences, Cyprus International University, 99258 Nicosia, Turkey

Sustainability, 2020, vol. 12, issue 6, 1-11

Abstract: Social media brand communities provide firms with the necessary apparatus to develop and maintain relationships. This study explores the effect of fear of missing out (FOMO) and smartphone use on consumer engagement in social media brand communities, which the study hypothesizes to affect consumer loyalty. Data from 279 social media brand community (SMBC) participants were analyzed. Findings reveal that both fear of missing out and smartphone use influence consumer engagement, which in turn influences consumer loyalty in social media brand communities. Furthermore, smartphone use was found to mediate the impact of fear of missing out on consumer engagement.

Keywords: social media brand communities; FOMO; consumer engagement (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:6:p:2166-:d:331289

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