MARKETING AND "FOMO" – HOW SOCIAL MEDIA STIMULATES DISSATISFACTION

Abstract

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