FOMO MARKETING: POST INTERNET EVOLUTION MARKETING STRATEGY: A STUDY ON INDIAN PERSPECTIVE WITH SPECIAL REFERENCE TO KERALA

Abstract

The post-internet evolution depicted a new sphere of consumption pattern in Indian consumers.
With the internet revolution and extensive penetration of electronic gadgets changed the overall
outlook of Indian consumers. Fomo marketing is a recent buzzword in the Indian marketing arena.
FOMO, acronym for the ‘Fear Of Missing Out’.FOMO is a psychology which declares social
anxiety. It is the emotional intellect of an individual marking social anxiety closely connected with
a fear of regret when a person misses a possibility of social interplay, a unique experience or
worthwhile investments or transactions. The present research focuses on analyzing the elements in
FOMO (Fear Of Missing Out) driven behaviour in Indian consumers with special reference to
Kerala. The major purpose of this research points out various psychographic attributes
contributing to FOMO in Indian consumers. Psychographic attributes analyzed in the research are
self-concept, social proof, social comparison and evaluation of the effect of social media
engagement on Fomo. The study is conducted among 200 millennials in Kerala through circulating
structured questionnaire on pre-existing scale through the online forum. Data gathered are
analyzed using SPSS 25 to check the outcome by various statistical techniques like ANOVA,
MULTIPLE Regression Analysis, etc.