ISHITA GOEL , DR. ANIMESH SINGH
DOI: https://doi.org/The focus of the present research has been the exploration of relationship which exists between fear of missing out (FOMO), with ephemeral content engagement (ECE) and purchase intentions of the consumers. With the growth of technology and consumers heavy reliance on smart phones and social media, ephemeral content in platforms such as Instagram and Snapchat has grown drastically. The use of this form of content in marketing can boost productivity, create a sense of urgency and exclusivity among the people. In the present research, a quantitative survey has been performed with 103 participants, the SPSS analysis that has been performed has provided detailed accounts of the reliability, correlation and regression analysis. The engagement has been found to have a strong influence on the purchase intention, likewise, FOMO also positively influence ECE. However, no connection was found between FOMO and purchase intention, the findings thus reveal the critical role which ephemeral content have for driving consumer behaviour towards engagement caused by FOMO.
