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ÖZ:Bu çalışmanın amacı, marka-benlik uyumunun, Gelişmeleri Kaçırma Korkusu (FOMO) ve sosyal medya sadakati üzerindeki etkisini; FOMO’nun sosyal medya sadakati üzerindeki etkisinde akış deneyiminin aracılık rolünü incelemektir. Çalışma, kullanıcıların sosyal medya sadakatinin oluşma sürecini marka-benlik uyumu, FOMO ve akış deneyimi kavramlarıyla birlikte aydınlatmaya yönelik tanımlayıcı ve nicel bir çalışmadır. Çalışmada, 322 sosyal medya kullanıcısından çevrim içi anket yöntemi ile veri toplanmıştır. Çalışmanın hipotezleri, SPSS AMOS Yapısal Eşitlik Modellemesi yöntemi ile test edilmiştir. Yapılan analizler neticesinde, marka-benlik uyumunun tüketicilerin FOMO düzeyini ve sosyal medya sadakatini olumlu yönde etkilediği, FOMO’nun sosyal medya sadakati üzerinde doğrudan ve dolaylı olarak olumlu etkileri olduğu görülmüştür. Ayrıca FOMO’nun sosyal medya sadakati üzerindeki etkisinde akış deneyiminin kısmi aracılık etkisi olduğu sonucuna varılmıştır. Çalışmanın sonuçları, uygulayıcılara tüketiciler ile ilişkilerini marka-benlik uyumu çerçevesinde kurup, deneyim sürecini ise akış deneyimine uygun tasarladıklarında kullanacakları FOMO stratejilerinin daha sürdürülebilir bir hale gelebileceği yönünde katkılar sunmaktadır. Çalışma, sosyal medya sadakatinin oluşma sürecini marka-benlik uyumu, FOMO ve akış deneyimi kavramlarını kullanarak kurgulayan ilk çalışma olması ile literatüre anlamlı katkılar sağlamaktadır. ABSTRACT:The aim of this study is to examine the effect of brand-self congruence on Fear of Missing Out (FOMO) and social media loyalty; to examine the effect of FOMO on social media loyalty with the mediating role of flow experience. The study is an descriptive and quantitative study aimed at demystifying the social media loyalty process of users with concepts of brand-self congruence, FOMO and flow experience. In the study, data were collected from 322 social media users by online survey method. The hypotheses of the study were tested with the SPSS AMOS Structural Equation Modeling method. As a result of the analyzes made, brand self congruence has a positive effect on consumers’ FOMO level and social media loyalty, and FOMO has direct and indirect positive effects on social media loyalty. It was also concluded that, flow experience has a partial mediation role on the effect of FOMO on social media loyalty. The results of the study contribute to the notion that when practitioners establish their relationships with consumers within the framework of brand-self Congruence and design the experiential process according to Flow Experience, the FOMO strategies they employ can become more sustainable. The study makes significant contributions to the literature by being the first to conceptualize the formation process of social media loyalty using the concepts of brand-self Congruence, FOMO, and flow experience.

Social media has outperformed traditional media as a source of interpersonal and masspersonal communication tools. The extant literature offers valuable knowledge on the positive and (or) negative attributes of social media and their ultimate effects on users' affective and behavioral responses. However, it is unclear how the positive and negative attributes of social media affect users' responses simultaneously. Drawing on the newly proposed social media demands and resources (SMD-R) model, the present study examined the positive and negative attributes of social media on the affective outcomes of social media fatigue (hereafter SM fatigue) and SM engagement (hereafter SM engagement) and behavioral outcomes of users in a single integrated framework. Data were gathered from 235 social media users in the Republic of Korea (hereafter Korea) to test the proposed framework. Partial least square structural equation modeling (PLS-SEM) was conducted, and the results showed that SM demands positively related to SM fatigue and negatively related to SM engagement. SM resources positively related to SM engagement and did not affect SM fatigue. SM fatigue positively related to SM discontinuous intention and negatively related to SM loyalty. Finally, SM engagement positively related to SM loyalty and negatively related to SM discontinuous intention. These findings contribute to the social media literature by proposing and empirically testing the SMD-R model, which integrates SM demands, SM resources, and the affective and behavioral responses of users. [ABSTRACT FROM AUTHOR]

The aim of this study is to examine the effect of brand-self congruence on Fear of Missing Out (FOMO) and social media loyalty; to examine the effect of FOMO on social media loyalty with the mediating role of flow experience. The study is an descriptive and quantitative study aimed at demystifying the social media loyalty process of users with concepts of brand-self congruence, FOMO and flow experience. In the study, data were collected from 322 social media users by online survey method. The hypotheses of the study were tested with the SPSS AMOS Structural Equation Modeling method. As a result of the analyzes made, brand self congruence has a positive effect on consumers' FOMO level and social media loyalty, and FOMO has direct and indirect positive effects on social media loyalty. It was also concluded that, flow experience has a partial mediation role on the effect of FOMO on social media loyalty. The results of the study contribute to the notion that when practitioners establish their relationships with consumers within the framework of brand-self Congruence and design the experiential process according to Flow Experience, the FOMO strategies they employ can become more sustainable. The study makes significant contributions to the literature by being the first to conceptualize the formation process of social media loyalty using the concepts of brand-self Congruence, FOMO, and flow experience. [ABSTRACT FROM AUTHOR]

Social media has outperformed traditional media as a source of interpersonal and masspersonal communication tools. The extant literature offers valuable knowledge on the positive and (or) negative attributes of social media and their ultimate effects on users’ affective and behavioral responses. However, it is unclear how the positive and negative attributes of social media affect users’ responses simultaneously. Drawing on the newly proposed social media demands and resources (SMD-R) model, the present study examined the positive and negative attributes of social media on the affective outcomes of social media fatigue (hereafter SM fatigue) and SM engagement (hereafter SM engagement) and behavioral outcomes of users in a single integrated framework. Data were gathered from 235 social media users in the Republic of Korea (hereafter Korea) to test the proposed framework. Partial least square structural equation modeling (PLS-SEM) was conducted, and the results showed that SM demands positively related to SM fatigue and negatively related to SM engagement. SM resources positively related to SM engagement and did not affect SM fatigue. SM fatigue positively related to SM discontinuous intention and negatively related to SM loyalty. Finally, SM engagement positively related to SM loyalty and negatively related to SM discontinuous intention. These findings contribute to the social media literature by proposing and empirically testing the SMD-R model, which integrates SM demands, SM resources, and the affective and behavioral responses of users.