Fear, fear of loss, fear of missing out. Fear is a phenomenon as old as human history and manifests itself in various forms in our modern lives. The age of technology we live in has brought new concepts into our lives such as new media, social media, social networking, apps, virtual reality, artificial intelligence, Metaverse, etc. We are going through a digital change, a transformation. In parallel, we are also undergoing changes and transformations in the sociological, psychological, economic and cultural spheres. FOMO is considered the symbol of this digital age. It was first discussed in the early 2000s as a marketing strategy and defined as the motivation behind human behavior. It is an important phenomenon influencing consumer behavior. This study addresses the relationship between FOMO and marketing and analyzes the link between FOMO theory and marketing and consumer behavior. In addition, FOMO scales are included.

Turkish Journal of Marketing Research, 2(1), 50-63