O efeito das gerações baby boomer, x, y e z na relação entre o medo de perder, consumo de aparelhos celulares e postagens em redes sociais

Abstract

This dissertation investigates the relationship between the phenomenon of FoMO (Fear of Missing Out), frequent cell phone purchases, and social media posting behavior, focusing on generational differences. The main research question is to understand if and how generations (Baby Boomers, Generation X, Millennials, and Generation Z) moderate these relationships. The overall objective is to verify the generational influence on the connection between FoMO, cell phone purchase frequency, and social media posting. To achieve this, the specific objectives include investigating the relationship between FoMO and cell phone purchases, analyzing the role of generations in this relationship, examining the connection between FoMO and social media postings, and exploring how generations influence the relationship between cell phone purchases and postings. The justification for the study lies in the growing importance of FoMO in today's digital society, impacting consumer behaviors and social interactions. The research adopts a quantitative and descriptive approach, with data collected through online questionnaires answered by 566 participants from the southern region of Rio Grande do Sul (RS), with 556 valid responses from respondents in the southern half of RS. The sampling technique was non-probabilistic, using the "snowball" method. Data were analyzed using Structural Equation Modeling (SEM) with the SmartPLS software. The results indicate that FoMO is related both to cell phone purchases and to the frequency of social media postings, but these relationships vary across generations. The Baby Boomer Generation shows a stronger link between FoMO and cell phone purchases, while Generation X stands out for a higher frequency of postings associated with FoMO. However, the purchase of new devices does not directly influence the intensity of postings, suggesting that practical and symbolic factors also play an important role. It is concluded that FoMO affects digital behavior differently across generations, which can aid in formulating marketing strategies and public policies aimed at the conscious use of technology