Global pandemic, social media, and fake news: FoMO, need for connectivity and compulsive buying

Abstract

In recent years, the effects of the global pandemic have increased the widespread use of social media, which has significantly influenced consumer behaviors and led to phenomena such as compulsive buying behaviors (CBB). Understanding the dynamics of these behaviors, antecedents, outcomes, and broader societal impacts is critical for communities, academics, and marketers. This study examines how consumers’ basic needs (e.g., autonomy, competence, and relatedness) translate into the need for online connectivity and FoMO, leading to active social media participation and CBB. The results support that connectivity and FoMO positively enhance customers’ active participation in social media, while active participation strengthens the effects of these elements on compulsive buying behaviors. In addition, low-resilience consumers with a high need for connectivity exhibit increased CBB when their tendency to share fake news is high. This research provides valuable insights into the complexities of consumer compulsive behavior and presents actionable implications for social media stakeholders.

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