EPHEMERAL CONTENT AND FEAR OF MISSING OUT (FOMO): THE MEDIATING ROLE OF SOCIAL EXCLUSION AMONG PAKISTANI YOUTH

Abstract

This research studies how students using viral content on social media are influenced by Fear of Missing Out (FOMO). A quantitative cross-sectional study was used to conduct a survey of 700 students (18 to 27 years old) in Rawalpindi and Islamabad using standardized scales in measuring ephemeral content exposure, perceived social exclusion, FOMO and social comparison. Statistical tests, such as Pearson correlation, regression, and moderation tests, have shown that there is a strong positive correlation between exposing people to ephemeral content and developing FOMO (r = 0.482, p < .001) and perceived social exclusion (r = 0.342, p < .001). The perceived social exclusion was a great predictor of FOMO (perceived social exclusion: 0.561 and p < .001), which demonstrated its mediating characteristics. Nonetheless, the establishment of social comparison had no significant effect in moderating the relationship between exclusion and FOMO (p = .369). Demographic results provided a value indicating that gender and preferred platform affected perceived social exclusion whereas the frequency of usage of social media determined FOMO levels. The results show that regular exposure to the fleeting content is likely to increase FOMO mainly because of feelings of being left out. The article presents the empirical evidence from the Pakistani context to fill the existing gap in the literature on ephemeral content and psychological outcomes. The study highlights the need for educational campaigns to increase awareness of the risks to mental health associated with excessive exposure to ephemeral content.