The Impact of Attitude towards Travel Influencers on Social Media on Conspicuous Consumption and Fomo

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Copy For Citation

Karaca Ş., Akın M. H.

Pazarlama ve Pazarlama Araştırmaları Dergisi, vol.17, no.3, pp.647-672, 2024 (Peer-Reviewed Journal)

• Publication Type: Article / Article
• Volume: 17 Issue: 3
• Publication Date: 2024
• Doi Number: 10.15659/ppad.17.3.1459096
• Journal Name: Pazarlama ve Pazarlama Araştırmaları Dergisi
• Journal Indexes: TR DİZİN (ULAKBİM)
• Page Numbers: pp.647-672
• Erciyes University Affiliated: Yes

Abstract

The aim of the paper is to examine the impact of attitudes towards travel influencers on social

media on conspicuous consumption and the fear of missing out (FOMO) and to present the

accumulated knowledge and recommendations expected to create a widespread impact on

tourism businesses. In this context, the population of the paper consists of individuals aged

18 and over living in Türkiye who use Instagram as a social media channel, and the sample

consists of a total of 388 people selected through the convenience sampling method.

According to the findings, influencer credibility, consumption interest, and personal image

representation have a positive effect on both personal and social FOMO. These findings

indicate that trust in influencers increases participants' fear of missing out on things both

personally and socially. Additionally, it is stated that individuals who tend to purchase

branded products for increased consumption and to stand out increase their concerns when

they are not active on social media.