The role of FOMO as an amplifier of network effects on digital marketplaces
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- This thesis examines how Fear of Missing Out (FOMO) acts as a psychological mechanism amplifying network effects and driving user engagement on digital marketplaces. Using a mixed-methods approach combining a survey and semi-structured interviews with young adults aged 18 to 30, the study proposes a psycho-economic framework in which FOMO functions both as a mediator and a moderator between platform activity signals and user behaviour. Results confirm a significant positive relationship between FOMO and social signal-generating behaviours, and show that FOMO is a meaningful predictor of user engagement. However, no significant platform-level differences in FOMO intensity were found, suggesting FOMO is rooted in individual psychological profiles rather than platform-specific algorithmic design. These findings bridge digital psychology and platform economics, with implications for platform design, marketing strategy and the ethics of digital consumption.