Fear and Joy of Missing Out in Marketing: A Two‐Study Mixed‐Methods Analysis of Contrasting Tactics and Their Consumer Impact

ABSTRACT This mixed‐methods study combines a content analysis of 1372 organic Facebook posts published within a 5‐year window with 20 in‐depth interviews to examine how marketers deploy Fear of Missing Out (FoMO) and Joy of Missing Out (JoMO) appeals and how consumers respond. The study identified five FoMO tactics, three JoMO tactics, and one hybrid approach. Among these, FoMO tactics—particularly time‐limited offers and peer‐pressure cues—generated the highest levels of engagement, likes and shares yet also evoke skepticism and negative affect, whereas JoMO tactics rooted in mindfulness, self‐care, and simplicity elicit positive brand‐related emotions while sustaining engagement. Posts that combine FoMO‐driven urgency with JoMO‐oriented mindfulness generate both balanced engagement and positive affect. Conceptually, the findings position JoMO as an autonomy‐oriented construct at the intersection of Mindful Consumption, Digital Well‐Being, and Self‐Determination Theory, showing how well‐being‐centered appeals can complement urgency tactics in social‐media marketing. Practically, the study distils a three‐stage JoMO branding framework: (1) value positioning that centers the brand on simplicity, balance and consumer choice; (2) narrative design that normalizes mindful connectivity by balancing deliberate offline breaks with clearly beneficial online interactions; and (3) experiential engagement that translates these narratives into user actions, reflective challenges, and other interactive initiatives fostering well‐being‐oriented participation.