The impact of FOMO marketing on conspicuous consumption in Viet Nam

Tóm tắt

Purposes/aim: the aim of this study is to identify the factors of FOMO Marketing that impact on conspicuous consumption in Vietnam and evaluate the influence of factors. The findings of this study will contribute to a deeper understanding of FOMO marketingand conspicuous consumption. Design/Methodology/Approach: A questionnaire was designed and sent through the 
 online survey. The number of valid samples was 237. The sampling method was a combination of convenience sampling and snowball sampling. The data were then analyzed on SmartPLS 4 software. Findings: This study uses SOR model and social learning theory to find celebrity endorsement positive impact on conspicuous consumption with FOMO as a mediator. The study also highlights that brand trust is an important factor that both directly influences and serves as a mediator, leading to FOMO (Fear of Missing Out). Implication: This is one of the first studies combining social learning theory and S-O R model in the field of FOMO marketing. This study contributes to the existing literature on FOMO and consumer behavior, clarify the intermediary role of brand trust in the relationship between FOMO and consumer behavior while proposing factors that help marketers effectively leverage FOMO to boost sales in the luxury industry. Limitation: The number of research on FOMO marketing and consumer behavior are limited, the study relies heavily on assumptions made by the author. The data collection primarily focused on Hanoi and exhibited a high gender gap, predominantly representing individuals aged 18-27.