FOMO related consumer behaviour in marketing context: A systematic literature review

The number of studies on the fear of missing out (FOMO) has increased with the increasing variety of phenomena discussed. However, researchers observe that not many studies in the marketing context explore this FOMO condition in depth. The field of psychology still dominates in exploring the FOMO phenomenon. This systematic literature review analyses and synthesises developments, antecedents, and emerging responses to FOMO in a broad context of consumer behaviour. This study employs a systematic literature review, analysing 42 empirical studies from the SCOPUS and Web of Science databases. The findings indicate that FOMO is often associated with negative psychological situations. Still, without realising it when studying FOMO in the marketing context, it turns out that it gives a response that positively impacts consumption behaviour.