THE IMPACT OF ATTITUDE TOWARDS TRAVEL INFLUENCERS ON SOCIAL MEDIA ON CONSPICUOUS CONSUMPTION AND FOMO

Authors : Şükran Karaca, Mehmet Halit Akın

Pages : 647-672

View : 211 | Download : 239

Publication Date : 2024-09-26

Article Type : Research Paper

Abstract :The aim of the paper is to examine the impact of attitude 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 have a tendency to purchase branded products for increased consumption and to stand out increase their concerns when they are not active on social media.
Keywords : Gösterişçi tüketim, FOMO, Sosyal medya, Fenomen, Turizm

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