Abstract:

In today's world where technology and globalization are developing rapidly, traditional communication tools have been replaced by social media platforms. With social media platforms where people can communicate with each other easily and quickly, consumers have begun to be more influenced by each other. Based on this interaction the marketing part of consumers' behavior as a result of using social media is a subject of study that should be emphasized. The main purpose of this study is to examine the effects of social media on FoMO and hedonic consumption. For this purpose, a quantitative research was designed and conducted on 400 people living in Gaziantep. FoMO Scale and Hedonic Shopping Motivations Scale were used to obtain research data. The survey was conducted online. The data obtained within the scope of the study were analyzed with statistical techniques such as factor analysis, correlation and regression analysis, independent sample t-test and one-way variance (ANOVA) analysis. The findings revealed that the use of social media is effective on FoMO and hedonic consumption, and that hedonic consumption affects FoMO's hedonic consumption. In addition, a significant difference was observed between the income level and hedonic consumption of the participants.

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