The Mediating Role of Consumption-Oriented SNS Usage on Fear of Missing Out and Social Comparison

Abstract

The purpose of the paper is to examine the influence of the mediating role of consumption-oriented social networking site (SNS) usage on fear of missing out (FOMO) and social comparison. This descriptive study was conducted amongst a sample of 737 SNS users in India. Structural equation modeling was done to test the hypotheses. Analysis revealed that FOMO enhanced consumption-oriented SNS usage and social comparison orientation. Results also showed that consumption-oriented SNS usage partially mediates the relationship between FOMO and social comparison orientation. This study is pioneering in conceptualizing and testing a theoretical model linking fear of missing out, consumption-oriented SNS usage, and social comparison. In the context of social networking sites users between the age group of 18 to 45 years, implications concerning fear of missing out and social comparisons which are triggered in the presence of consumption-oriented SNS usage is elaborated, thus striving to fill the gap within the existing literature.