Analysing FOMO marketing techniques among fashion influencers on instagram

Abstract

Purpose: The purpose of this study was to examine how fashion influencers on Instagram use various Fear of Missing Out (FOMO) tactics to drive consumer engagement. Despite FOMO's known impact across social media, there remained a gap in understanding the specific tactics influencers use to create urgency and influence purchasing behavior. The study sought to identify and analyse the various FOMO-driven tactics utilised by these influencers, as well as to assess the frequency of their use. Additionally, the study also explored whether influencers with larger followings employ these tactics more aggressively, aiming to uncover if follower count influences the intensity of FOMO messaging. Methodology: The research employed a qualitative approach, utilising systematic content analysis to collect data from both Instagram feed posts and stories posted by the selected 24 influencers. A total of 2,875 feed posts and 64 story posts were analysed in this study to examine the FOMO-driven tactics employed by the influencers. Research Findings: The findings of the research revealed that fashion influencers on Instagram tend to use FOMO tactics more frequently in stories than in feed posts, likely due to the distinct characteristics of these content formats. Additionally, the study revealed that influencers on Instagram employ fewer FOMO tactics compared to other platforms. Interestingly, smaller influencers were found to use these tactics more aggressively than those with larger followings. Implications: The findings offer important implications and valuable insights for influencers, marketers, and researchers. Building on the classifications established in this study, future research could explore the influence of the identified FOMO tactics on the influencer’s followers.