A influência do FOMO (fear of missing out) no comportamento do consumidor em Oeiras-PI: foco na busca por status e pertencimento

Abstract

This study investigates the influence of social media and the phenomenon of Fear of missing out (FOMO) on consumer behavior among individuals in Oeiras, Piauí, with a focus on the desire for belonging and the pursuit of social status. The research aimed to analyze how social media and FOMO impact purchasing decisions and to examine the influence of digital marketing strategies in this context. A quantitative, descriptive, and applied approach was adopted, using an adapted questionnaire to collect data from members of Generation Z and the last two years of the Millennial generation. Data collection was conducted online through Google Forms, and the data analysis was carried out using the platform’s tools. The results showed that the consumer behavior of these young individuals is strongly influenced by emotional, social, and symbolic factors, outweighing practical needs. A significant presence of FOMO was identified, especially regarding the concern with keeping up with trends and the impulsivity driven by social media and digital marketing strategies. Consumption was observed to serve as a form of social affirmation and a pursuit of status. Although a smaller portion of respondents made more rational decisions, the majority showed susceptibility to the feeling of exclusion. It is understood that consumption, even in smaller cities, is a complex phenomenon, marked by the need for belonging and the construction of social identity.