INFLUENCERS AND FOMO : A POWERFUL COMBINATION FOR BOOSTING SALES AND BRAND AWARENESS IN DIGITAL MARKETING

Abstract

Influencers are individuals who have a significant influence on social media and can influence the behavior of their followers, often with the aim of promoting a brand's products or services, while FOMO stands for Fear of Missing Out, which is the feeling of anxiety or fear of missing out on trends, moments, or important information experienced by others. This phenomenon is often amplified by social media, where individuals compare their lives to others who appear to have more enjoyable experiences. In this case, brand perception and influencer influence will greatly affect consumer purchasing behavior. This review explores key psychological drivers such as social proof and FOMO, evaluates the impact of various categories of influencers (macro, micro, and nano), and examines ethical challenges surrounding transparency and false engagement with the intention of building public trust in the introduction of a product or brand. Additionally, this study identifies research gaps and proposes future research directions to improve the measurement and effectiveness of influencer marketing strategies in the digital marketing era. This combination is highly effective in boosting sales of a product or brand and increasing brand awareness, both domestically and internationally.