This dissertation investigates the impact of social media-induced fear of missing out (FOMO) on Italian Gen Z consumers. Generation Z are digital natives who rely heavily on social media for communication and interaction. This constant connectivity exposes them to highly curated content, often leading to feelings of inadequacy and exclusion, which manifest as FOMO. The study aims to investigate the extent to which FOMO influences social media usage among this demographic, how it affects their emotional state, and its relationship with their happiness. A quantitative research design was employed, gathering data from 329 Italian Gen-Z individuals. The findings reveal that frequent social media use, driven by the anxiety of missing out, significantly impacts the emotional well-being of Gen-Z consumers. Higher levels of FOMO correlate with increased life dissatisfaction, negative self-perception, and lower happiness levels. The study also highlights that while social media provides a platform for connection, it simultaneously fosters a cycle of compulsive behavior that disrupts daily life and exacerbates stress. The dissertation offers managerial implications for businesses aiming to engage with Gen-Z consumers. By addressing the psychological drivers of FOMO, companies can enhance customer engagement, improve product development, and refine marketing strategies. Personalization, fostering a sense of competence, and promoting community are identified as key strategies to mitigate the negative effects of FOMO and build long-term customer loyalty. This research contributes to a deeper understanding of FOMO's impact on Generation Z and provides insights for businesses operating in the digital age.
Date of Award | 14 Oct 2024 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Andrew Salmon (Supervisor) |
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- Social network
- Generation Z
- Italy
- Fear of missing out
- Social behavior
- Mestrado em Gestão e Administração de Empresas (mestrado internacional)
Exploring FOMO effects: a study of social media impact on italian gen-Z consumers
Bosco, M. D. (Student). 14 Oct 2024
Student thesis: Master's Thesis