Jomo (Joy of Missing Out) Concept: Don't Be Afraid, Let It Escape Developments
Chapter from the book:
Fettahlıoğlu,
H.
S.
&
Bilginer Ozsaatcı,
F.
G.
(eds.)
2023.
Digital Transformation of Marketing: Marketing 5.0.
Synopsis
Many people experience dissatisfaction in the real world when they are offline and are concerned about missing out on developments during this time. It can be said that this situation is caused by being constantly online and following the lives of others on social media. Because there is a 24/7 flow in social media and people go online whenever they have the opportunity not to fall behind this flow. Being behind the flow gives some people the feeling that others are having very good experiences while they are lagging behind. This situation, which is expressed in the literature as the fear of missing out on developments, FOMO, has gained a place in marketing as a technique for increasing sales. However, in the long run, objection voices have started to rise against FOMO, which is likely to create negative consequences for both people and businesses. The JOMO (joy of missing out) philosophy is one of these voices. It is thought that instead of triggering the anxiety of missing outs in people, it is necessary to encourage people not to be afraid of missing outs, and even to deliberately miss developments. For this purpose, this chapter explains the concept of JOMO and provides tips on how people can turn FOMO into JOMO. In addition, the reflections of JOMO in the field of marketing are mentioned, and in this way, it is aimed to give businesses an idea about how to adapt JOMO to themselves.
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Copyright (c) 2023 Çağlar Samsa- Melis Erçin Yurcu- Müjde Aksoy- Zeliha Çakıroğlu- Hatice Seçil Fettahlıoğlu- Fatma Zehra Korlaelçi- Berna Ağbulut- Gizem Tokmak Danışman- Yağmur Kerse- Şerife Kazancı Sunaoğlu- Neslişah Özdemir- Ebru Bilgen Kocatürk- Aslıhan Yavuzalp Marangoz- Reyhan Bahar- Selin Köksal Araç- Emine Pınar Saygın- Nezihe Figen Ersoy Arca- Ruhan İri- Nedret Erboy- Sema Sarı- Erdem Özkan- Aykut Bilici- Hümeyra Evrensel- Kazım Kılınç- Uğur Erdoğan; Hatice Seçil Fettahlıoğlu- Fatma Gül Bilginer Ozsaatcı