With growing global interest toward social media, FOMO receives large attention in recent literature. FOMO can be understood as such an anxiety around missing rewarding experiences those results from people’s desire for interpersonal attachments. Most of the brands are using FOMO as their marketing strategies to increase their sales.
My research explores how this has contributed a hassle life culture specifically in Generation Z and how it is effecting their productivity and provide them a mean to get away or heal from it.
FOMO is aggravated by the fear of being socially excluded. Social exclusion results in a loss of togetherness and, as a result, anxiety. As a result, when people are unable to connect their social media accounts, those who may experience anxiety as they fear being excluded from society. Feelings of worthlessness are also elicited by social exclusion. These emotions drive people to compare themselves to someone on social media in order to determine their own personal worth. Social networks provide a platform for consumers, particularly younger generations, to stay up to date on what their peers are up to and see what they might be missing out on. FOMO can therefore drive social media use, as verifying in on other people can provide a temporary distraction from one’s own anxiety.
