• Dr. Bhoomika Saroha
• Smt. Jyoti Singh
• Dr. Meenakshi
• Ms. Mahak Saxena
• Ms. Aakanksha Dubey

Abstract Purpose: This study delves into the strategic integration of the Fear of Missing Out (FOMO) phenomenon within the realms of content and influencer marketing. FOMO, which manifests as an individual's anxiety stemming from the anticipation of missing valuable experiences, has emerged as a powerful psychological lever, effectively driving consumer behavior. It is extensively utilized in marketing practices through limited-time offers, exclusive content, and social influence mechanisms. Design/Methodology/Approach: Adopting a mixed-methods approach, this research incorporates both quantitative analysis (using Power BI for data analytics) and qualitative insights to comprehensively explore the factors that evoke FOMO among consumers. Furthermore, it evaluates the role of influencers in amplifying these FOMO triggers. The study focuses on examining constructs such as scarcity perception, social validation, and influencer endorsement, which collectively heighten consumer engagement. Findings: The research identifies pivotal FOMO triggers—namely, perceived scarcity, social proof, and endorsement by influencers—demonstrating their significant impact on elevating conversion rates. Additionally, it sheds light on the critical role of micro-influencers in fostering heightened authenticity and trust among their audiences, thus making them more susceptible to FOMO-based strategies. The findings suggest that a multi-layered approach, combining exclusive content strategies with influencer collaborations, emerges as the most efficacious method to maximize FOMO's psychological and behavioral influence on consumers. Research Limitations/Implications: The limitations of this study predominantly pertain to constraints in survey data collection, which may affect the generalizability of the findings. Practical Implications: This study contributes valuable insights for marketing practitioners, emphasizing the importance of hyper-segmentation in content creation and the strategic utilization of micro-influencers to maintain FOMO-driven urgency. The findings enrich existing scholarship on digital marketing by elucidating the underlying mechanisms of FOMO and their influence on consumer behavior and decision-making processes. Social Implications: While FOMO-based content and influencer marketing strategies can significantly drive consumer engagement, they also carry adverse socio-psychological repercussions. The pervasive promotion of consumerism and comparison, particularly among vulnerable demographics such as adolescents, can exacerbate anxiety, stress, and negative body image issues. Moreover, the overuse of FOMO tactics may erode trust in authentic content, undermining consumer confidence and diminishing civic engagement and social cohesion. Originality/Value: This research presents novel insights into the psychological dynamics underpinning the FOMO phenomenon. By offering actionable recommendations for marketers, it contributes to the broader discourse on digital marketing strategy. The study advances understanding of FOMO's multidimensional impact on consumer engagement, providing both theoretical and practical contributions to the field of digital marketing.

Keywords: Fear of Missing Out (FOMO), content marketing, influencer marketing, digital marketing, consumer behavior, urgency, engagement, conversion rates.

"A Sense of FOMO: Driving Urgency through Influencer and Content Marketing ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 2, page no.e644-e650, February-2025, Available :http://www.jetir.org/papers/JETIR2502473.pdf

"A Sense of FOMO: Driving Urgency through Influencer and Content Marketing ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 2, page no. ppe644-e650, February-2025, Available at : http://www.jetir.org/papers/JETIR2502473.pdf