Abstract
Social media brand communities provide firms with the necessary apparatus to develop and maintain relationships. This study explores the effect of fear of missing out (FOMO) and smartphone use on consumer engagement in social media brand communities, which the study hypothesizes to affect consumer loyalty. Data from 279 social media brand community (SMBC) participants were analyzed. Findings reveal that both fear of missing out and smartphone use influence consumer engagement, which in turn influences consumer loyalty in social media brand communities. Furthermore, smartphone use was found to mediate the impact of fear of missing out on consumer engagement.
Highlights
The need to engage with the target audience motivates brands to maintain an active online presence on social media
In an attempt to enrich existing literature to ensure the sustainability of social media brand community (SMBC), this study aims at exploring the influence of the fear of missing out (FOMO) and smartphone use (SPU) on consumer engagement (CU) to drive loyalty (L) to social media brand communities (SMBCs)
These results indicated that Hypothesis 1. (H1), Hypothesis 2. (H2), Hypothesis 3. (H3), Hypothesis 4. (H4), and Hypothesis 5. (H5) are useful and significant to determine the relationship among the role of fear of missing out, smartphone use, consumer engagement and loyalty to a social media brand community
Summary
The need to engage with the target audience motivates brands to maintain an active online presence on social media. Over one-third of the world’s population is found engaging in social media today [1,2] These engagements are characterized by individual networks as well as groups and corporate communities [1,2]. A litany of evidence exists to support the growth of online brand communities on different social media platforms [3,4,5,6,7]. This is because they present brand-building opportunities in reaching out and building relationships with consumers. SMBCs present brands with relevant engagement opportunities that support brands in building and maintaining relationships with their audience [6,7]
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