Published December 1, 2025 | Version v1
Journal article Open

MARKETING AND "FOMO" – HOW SOCIAL MEDIA STIMULATES DISSATISFACTION

Authors/Creators

  • 1. ROR icon Universidade Santa Cecília

Description

This article discusses marketing in the digital age and its strategic 
use by companies to boost sales through social media. It explores the impact of 
Fear of Missing Out (FOMO) on consumer behavior, a phenomenon that generates 
anxiety by creating a sense of urgency and exclusivity. It analyzes how brands use 
emotional triggers to influence decision-making, especially among young people, 
through scarcity and digital influence. The article also addresses the role of 
influencers in shaping a reality that is often unattainable and its effects on self
esteem. Finally, it proposes strategies for more responsible marketing, aligned with 
the Sustainable Development Goals (SDGs), and aimed at promoting conscious 
consumption. 

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