Companies’ Employ for the Fear of Missing out Strategy via Social Media to Promote their Products: A Comparative Analytical Study of Egyptian and Multinational Ceramic Companies
, Vol.12
, Fifty-fourth Issue /Part 2
PP:15
Authors:
Dr. Sara Abdel Fattah El Sayed-Assistant Professor of Public Relations & Advertising,Public Relations & Advertising Department,Faculty of Mass Communication - Girls,Al-Azhar University
Dr. Hiam Saad Abu Al-Fotoh Talkhan-Assistant Professor of Public Relations & Advertising,Public Relations & Advertising Department,Faculty of Mass Communication - Girls,Al-Azhar University
Abstract:
This study aimed to identify how Egyptian and multinational ceramic companies employed the fear of missing out strategy to promote their various products. The study relied on the media survey method in its descriptive and analytical quantitative and qualitative aspects by analyzing the content published on the Facebook pages of two Egyptian ceramic companies, namely Mahgoub Company and Al-Sallab Company, in addition to two international ceramic companies, namely RAK company and Rafin company. The number of publications subjected to the study reached (160) publications, based on the theory of dialogic communication. The results of the study reached the diversity of marketing methods used by ceramic companies to achieve the FOMO strategy in the publications of the ceramic companies in the study sample on their Facebook pages, where the publications that relied on the pop-up window method came in first place at a rate of 18.1%, which means improving the methods of writing marketing messages by using resonant phrases such as: "Hurry up and buy before the quantity runs out", "Be careful because it is your last chance", "A few hours and the countdown for this offer ends". It also showed that Egyptian companies outperformed international companies in employing FOMO strategies to promote their products; perhaps this is due to the reliance of international ceramics companies on other marketing strategies, such as relying on creating a distinct image for themselves through the use of many motives such as: the distinction, love of appearance, beauty and elegance, hope for a better life, feeling psychological comfort, and relaxation and enjoyment.
Key Words:
Fear of Missing out Strategy, Product Promotion, Ceramic Companies, Egyptian and Multinational Companies, Social Media.
Research Language:
Arabic
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