The Influence of Social Proof and Fear of Missing Out in Social Media Towards Product Experience

This chapter sheds light through an organizing framework on how various FOMO and social proof factors influence consumers and their product experiences on social media platforms.Through a rigorous review of past academic studies and marketplace evidence, the chapter develops a conceptual framework. The chapter explains how the coexistence of FOMO and social proof brings forward the synergistic effect of advertising campaigns on consumers’ minds on social media platforms. And finally, how it affects the product experiences of consumers at three levels: cognitive, affective, and behavioral. Thus, it offers an in-depth understanding of positive and negative experiences encountered by consumers when faced with the influence of FOMO and social proof, offering a comprehensive outlook in the context of social media platforms. The chapter additionally highlights how consumer involvement, socio-demographic features, and social media platforms and their usage intensity among consumers play a critical role in influencing product experiences when consumers encounter social proof and FOMO. Social proof and fear of missing out (FOMO) are two socio-psychological concepts vital in advertising campaigns to connect with consumers and influence their experiences. The chapters shed light on practical examples and offer valuable insights into how the co-existence of FOMO and social proof affects product experiences.