Fear of Missing Out (FOMO) refers to the apprehension that there are significant opportunities—in the form of information, events, or experiences—to which others have access but the subject does not. FOMO is often characterized by a vague feeling that other people are having a better time or doing something better, even if one cannot identify what they mean by ‘better’ in this context.

Social media and networking are prone to amplifying FOMO by continuously showing users the events and activities in which others are participating. For this reason, marketers and social media managers use FOMO to create a sense of urgency by making exclusive or limited-time offers via disappearing content.