EXCITEMENT, TRUST, AND FOMO: A PERSPECTIVE IN INFLUENCER MARKETING

Ares Albirru Amsal

doi:10.30998/jabe.v11i4.4765

Authors

Ares Albirru Amsal Andalas University Author

DOI:

https://doi.org/10.30998/jabe.v11i4.4765

Keywords:

Brand Personality, Fear of Missing Out, Halo Effect, Influencer Marketing, Trust

Abstract

The rapid growth of the influencer marketing industry positions consumer trust in influencers as a key psychological mechanism driving the fear of missing out (FOMO). Previous studies, such as Liu et al. (2025), have explained trust formation through the source credibility model but have not yet examined the role of source personality dimensions as antecedents to trust in a fully mediated relationship. This study examines the mediating role of trust in the influencer within the relationship between perceived influencer excitement and FOMO. Data were collected via an online cross-sectional survey of 147 respondents recruited through Prolific, who met the criterion of following at least one social media influencer, and were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results support all three hypotheses: perceived influencer excitement positively influences trust, trust positively influences FOMO, and trust fully mediates the relationship between the two (β=0.299, p<0.001). Preliminary testing also revealed a "halo effect" phenomenon between perceived source personality and trust, prompting a refinement of the research instrument. These findings extend the influencer marketing literature by integrating Brand Personality Theory as an alternative lens to the source credibility model and offer practical implications for brands regarding influencer selection based on personality dimensions that effectively build trust and drive audience FOMO.

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