A recent study sheds light on how social media influencers can positively affect the well-being of young consumers who experience FOMO. The research reveals that strong attachments to influencers can enhance social, psychological and financial well-being.
Recent research has revealed a nuanced dynamic between young consumers, their experiences with FOMO (fear of missing out) and social media influencers who guide their purchasing decisions.
Young people who frequently shop online often find themselves battling FOMO, an anxiety stemming from the sensation of missing out on the latest trends. This condition is linked to diminished social, psychological and financial well-being.
However, a recent study from The Ohio State University offers an uplifting counter-narrative: having a robust attachment to a social media influencer can enhance well-being in these crucial areas.
“Our findings are among the first to show the negative role that FOMO has on young consumers as they look to keep up with what’s fashionable,” Abbey Bartosiak, who led the research while earning a doctoral degree in consumer sciences at Ohio State, said in a news release. “But it also shows that feeling a strong connection to a social media influencer who may help them decide what to buy can be related to their feelings of well-being.”
Published in the journal PLOS One, the study examines a unique form of FOMO — one not centered on events or social gatherings, but on missing out on fashion trends.
“Our study shows that this kind of FOMO is a real thing, and that it is linked to people’s well-being,” added co-author Cäzilia Loibl, a professor and chair of consumer sciences at Ohio State.
The research involved 863 U.S. adults, ages 18 to 40, who actively use social media and follow at least one influencer. Influencers are modern-day celebrities who gain their fame through social media platforms rather than traditional routes like acting or sports. They often collaborate with brands, endorsing products and services to their followers.
Influencer marketing has seen explosive growth, nearly doubling from 4,000 firms in 2019 to 7,300 in 2021, with Instagram emerging as the preferred platform, according to the Influencer Marketing Hub.
“A key reason for the success of social media influencer marketing is that followers feel they connect to the influencer like a friend,” Bartosiak added.
The participants rated their levels of FOMO and their attachment to influencers, their social media shopping habits, and their social, psychological and financial well-being.
Consistent with previous studies, high levels of FOMO correlated with lower well-being in all three areas.
“If you feel that you’re missing out on events or trends that your friends are involved in, it is not surprising that your well-being will be hurt,” added Loibl.
Interestingly, those who developed stronger bonds with influencers reported higher levels of social and psychological well-being.
“This may be one reason why social media influencers are so popular,” Barosiak added. “If you feel connected to this influencer and her lifestyle, you might feel that the products you buy based on her recommendations make your life better. And that is linked to well-being.”
Contrary to expectations, stronger attachments to influencers did not diminish financial well-being. Surprisingly, it correlated with a heightened sense of financial well-being, though the financial data was based on self-reports rather than objective measurements.
“We don’t know why people felt better about their financial well-being. It is something we are exploring in another study,” Loibl added.
Although the findings highlight the positive effects of influencer attachments, Bartosiak cautioned that these benefits don’t negate potential concerns.
“Influencers can provide a sense of connection that benefits consumers in terms of their feelings of well-being, but there are still concerns about overconsumption and what this might do to people in the long run,” she said. “There’s still more to learn about what this is doing to people.”
The study underscores the growing importance of understanding the psychological and social influence of modern-day influencers, as this type of marketing continues to evolve.
The research was co-authored by Jung Eun Lee, an associate professor of consumer and design sciences at Auburn University.
Source: The Ohio State University