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For many, viewing social media causes them to relate their own lives to what they are seeing or reading, resulting in feelings that they are somehow missing out.  It is suggested that the fear of missing out influences decision making and behavior. The current research explores the measurement of FOMO, focusing on scale development and validation. Using extant scales for inadequacy, irritability, anxiety, and self- esteem, a list of items (n=37), postulated to measure FOMO, was created. In addition to the scale items, questions to assess behavioral and demographic characteristic were included.  A pre-test of the survey instrument was conducted (n=30).  The final survey was administered electronically, resulting in a useable sample of n=202. Principal components analysis resulted in a 10 item, 3-factor solution explaining 71% of the overall variance. The three factors performed reasonably well all with Cronbach’s alpha above or near Nunnally’s suggested .70 (Nunnally, 1978). Using the newly created scale, FOMO scores were calculated for each respondent. Results suggest significant differences in social media consumption across levels of FOMO.  Results also suggest significant differences in the use of particular social media based on ones level of FOMO.  Limitations include the sample and it is suggested that future research, including confirmatory factor analysis, should be conducted.

PurposeThis paper seeks to propose and test the appropriateness of a brand community within an internal branding framework.Design/methodology/approachUsing the multidimensional constructs of brand community and the strengths of internal branding strategies, this study explores the theoretical underpinnings of combining the two constructs.FindingsIntraorganizational brand communities are presented as a viable strategic possibility for targeting internal branding participants. Results lend strong support to the need for and efficacy of internal brand communities, and provide an opportunity to examine the strategic synergies of pursuing such a strategy for internal as well as external audiences.Research limitations/implicationsThe study was delimited to domestic participants. Additional studies are recommended to further test the constructs of brand community membership in an internal brand community.Practical implicationsExternal branding initiatives and communications can be used internally, among employees, to build positive brand associations and brand affinity. Further, implementing an internal brand community can lead to increases in the emotional buy‐in of employees and ultimately could help companies increase the proportion of “champion” employees.Originality/valueThe study integrates the research streams of brand community and internal branding and studies the viability of conducting internal branding within a brand community framework.

Purpose -The paper seeks to propose and test a theory of the psychological impact of price bundling that is derived from bundling's economic impact. It is called the inferred bundle saving hypothesis. In the absence of explicit information about bundle savings, consumers infer a bundle saving when presented with a bundle offer. It is suggested that inferred bundle saving provides a simple, parsimonious explanation for pre-and post-purchase bundle effects. Design/methodology/approach -The theory is tested in two laboratory studies that employ partial replications of two prior price bundle studies. Findings -The results show that the inferred bundle saving effect is robust in both product and service contexts, and can potentially explain the bundle effects found in these two studies.Research limitations/implications -Additional experimental studies are recommended to further test the proposed theory. Practical implications -First, contrary to convention, it is not always optimal for firms to integrate price information in a single bundle price. Second, firms may sometimes use the price-bundling format to signal a bundle saving without actually offering one. Third, firms can manage consumption and expected refund of bundles by manipulating consumer perception of bundle saving. Originality/value -It is intuitive that consumers expect a bundle saving. However, this paper is the first to establish empirically the existence of this inferred bundle saving and demonstrate its potential as a theoretical explanation for various bundle effects. The research challenges the extant view that price bundling per se always enhances consumer pre-purchase evaluation. Moreover, it connects economic and psychological research, as well as pre-and post-purchase analysis, of bundle effects.

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