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ABSTRACT
The current research aims to clarify the relationship between marketing intuition as an independent variable and
FOMO marketing as a dependent variable after the tremendous developments that occurred in the business
environment and the crowding of markets with various organizations and products and the increasing intensity of
competition between them to achieve profits, this prompted business organizations to try to anticipate the needs and
desires of the customer to work on satisfying them through marketing intuition, in addition to their attempt to arouse
feelings of fear in the customer of losing his opportunity to buy their products through FOMO marketing. To determine
the relationship between these two variables statistically and at the overall level, the descriptive analytical approach
and the questionnaire were used as the main tool to collect data from the research sample, which is represented by
workers in a number of real estate offices in the city of Mosul. 60 questionnaires were distributed to workers in those
offices with a response rate of 100%. The research concluded with a set of conclusions, the most important of which
is that there is a significant effect of marketing intuition in FOMO marketing, in addition to a set of proposals, including
the necessity of introducing workers to technical courses to better deal with customer data analysis, which will be
reflected in a better understanding of their future needs and desires.
KEYWORDS
Research Article
MARKETING INTUITION AND ITS REFLECTION ON FOMO MARKETING:
AN EXPLORATORY STUDY OF THE OPINIONS OF A SAMPLE OF
WORKERS IN A NUMBER OF REAL ESTATE OFFICES IN THE CITY OF
MOSUL
Submission Date:
July 31, 2024,
Accepted Date:
Aug 05, 2024,
Published Date:
Aug 10, 2024
Crossref doi:
https://doi.org/10.37547/ijmef/Volume04Issue08-03
Dr. Hind Khuder Ahmed
Administration & Economics College, University of Mosul, Mosul, Iraq
Journal
Website:
https://theusajournals.
com/index.php/ijmef
Copyright:
Original
content from this work
may be used under the
terms of the creative
commons
attributes
4.0 licence.
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Marketing intuition, Customer data, Customer relationship management, FOMO marketing.
INTRODUCTION
The organization's need to meet customers' desires
and try to satisfy them prompted it to adopt the
concept of marketing intuition, which is one of the
modern and advanced concepts in the marketing field.
Through this concept, customer data is used to
anticipate their future needs for its products in order
to seek to satisfy them, which will be reflected in its
proactive response to market needs. On the other
hand, the organization sheds light on the psychological
and emotional factors of customers that can affect
their purchasing decisions by arousing feelings of fear
in them of losing the opportunity to obtain the
products of that organization. This is the essence of the
work of FOMO marketing.
Research problem
The study problem is that most organizations want to
push the customer to buy their products by innovating
and adopting certain methods that arouse the desire
and fear in him of losing their products, which speeds
up the process of purchasing those products.
Accordingly, the research problem is represented by a
main question:
Is there an effect of marketing intuition in FOMO
marketing? Which resulted in the following questions:
• Is there a difference in the respondents' opinions
regarding the concept of marketing intuition?
• Is there a link between marketing intuition and
FOMO marketing?
• Do the researched offices adopt FOMO marketing in
their work?
Importance of the research
The research derives its importance from the
importance of the variables it addresses, as it seeks to
highlight the nature and essence of the relationship
between the two main research variables, which are
marketing intuition and FOMO marketing, and to seek
to achieve intellectual and applied interconnection and
integration between them and to show the impact of
each on the other.
Research objectives.
The research seeks to achieve the following objectives:
A.
Serious contribution to providing a conceptual
and applied presentation that addresses one of the
modern concepts in the field of marketing, which is
marketing intuition, and the extent of its benefit in the
business environment.
B.
Clarifying the concept of FOMO marketing as
an important part of the customer's purchasing
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process, which will ultimately be reflected in the
organization's sales.
C.
Attempting to diagnose, identify and explain
the nature of the relationship between marketing
intuition and FOMO marketing and explaining the
effect of each on the other.
Research hypothesis
The research is based on two main hypotheses, which
are:
• The first hypothesis is that there is a statistically
significant correlation between marketing intuition
and FOMO marketing.
• The second main hypothesis is that there is a
statistically significant effect relationship between
marketing intuition and FOMO marketing
Spatial boundaries
A-
Some real estate sales offices in Mosul were
chosen by the researcher as the most appropriate and
closest to achieving the research objective and its main
hypotheses.
B- Temporal boundaries
The time period of the research extended from
defining its topics and directions to achieving its
objectives from 5/20/2024 to 8/5/2024.
C- Human boundaries
The research sample included 60 individuals working in
real estate sales offices in Mosul, with 10 office
managers and 50 field workers in those offices.
METHODOLOGY
The descriptive approach of logical analysis was
adopted in the theoretical aspect of the research, while
statistical analysis was the basis of the applied aspect
of it.
Data and information collection method
The process of collecting data and information
necessary to complete the research included the
following:
A- The theoretical aspect, the theoretical aspect of the
research was based on - books, literature, periodicals
and foreign - university theses and dissertations - the
international information network (the Internet).
B- The practical aspect, as the following methods were
adopted:
- Personal interviews: They included direct questions to
obtain some answers from sample members and
explain some ambiguous matters to ensure accuracy in
the answers. These interviews contributed to
obtaining information that benefited the research on
the one hand, and on the other hand, they clarified to
managers and employees the concept of marketing
intuition and FOMO marketing, which facilitated the
researcher to apply the practical aspect.
- Questionnaire form: Given the nature of the research
and the necessity of applying it to the offices under
study, the researcher found that the questionnaire
form is the most appropriate tool that achieves the
research objectives, as it presents to the respondents
questions that are consistent with the research
hypothesis and its main objectives.
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Marketing Intuition
First: The concept of marketing intuition
The origins of the concept of marketing intuition go
back to the twentieth century, when organizations
began to use it to help make marketing decisions
(Rautanen, 2012, 23), then the concept began to
develop as the organization moved from relying on
personal experience and emotions to scientific analysis
of customer data and information. (Ly, 2013, 44)
referred to marketing intuition as the organization's
ability to use customer information to accurately
anticipate their needs and desires. As for (Todor, 2016,
13), he explained it as the process of understanding the
psychological and emotional motives that affect
customer behavior and push or prevent them from
making a purchase decision. As for (Jarvinen, 2016, 81),
he sees it as relying on the collective data of customers
to understand their needs and desires in order to
develop new products and services that meet those
needs. Second: The importance of marketing intuition.
Researchers have pointed out the importance of
marketing intuition through the following (Zhang,
2018, p. 15) (Teo, 2015, p. 32) (Klaavu, 2019, p. 17):
1. It is one of the important factors in the success of the
organization's marketing strategies.
2. It greatly helps in understanding customer needs and
anticipating changes that will occur in the future. Their
preferences and future behaviors.
3. It enables organizations to respond more effectively
to market changes.
4. Through marketing intuition, organizations can
analyze customer data and develop products that
meet their needs.
5. It helps the organization in providing innovative
products that enhance the organization's position and
market share.
Uses of marketing intuition
Marketing intuition is used by mission organizations
and determines the urgency through: (Lipiainen, 2014,
p. 32) the following: - E-commerce, the amount of
marketing intuition in directing customers towards
products that may interest you by monitoring them on
the Internet and their interaction with advertisements.
- Healthcare, marketing intuition can be used in the
field of healthcare, where there are a number of them
by predicting health problems that can be seen
required from them.
- Social marketing, marketing intuition techniques can
be applied in the field of social marketing to
understand customers on social media and target
them.
- Reducing, marketing intuition in customizing content
and advertisements more popular for customers by
analyzing their data and information.
Challenges of marketing intuition
Marketing intuition faces a set of special challenges,
the most prominent of which is taking marketing
directions that were designed primarily on unknown
classifications by the organization (Varnali, 2018, p. 43).
(2018, 22 Yang) indicated that the waste of institutions
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and the loss of customers when it is prepared to be an
existing challenge for marketing, while (Zhang, 2019, p.
14) explains that marketing intuition cannot be relied
upon to a high degree, as it depends on relying on
trust, and this in itself is a challenge and a great risk to
confront the strongest.
FOMO Marketing
First: The Concept
The term FOMO marketing is based primarily on relying
on arousing the customer's fear and anxiety to
motivate him to make a purchase or change his
behavior (Reichheld & Schefter, 2009, 106). Saunders
& Thornhill, 2017, 32 see it as working to awaken
customers' feelings of the need to act quickly or make
appropriate decisions regarding certain products and
services. Taylor & Ghoshal, 2018, 54 explained it as
motivating customers to influence their behavior and
urge them to take immediate action to avoid losing the
product.
Second: FOMO Marketing as a Psychological and Social
Concept FOMO marketing can be viewed from a
psychological and social theory perspective, as this
theory provides an important insight into exploiting
fear in the customer to influence his behavior, as
various factors such as culture, upbringing, personal
and psychological experiences contribute to raising
fear. From a psychological perspective, fear can arise in
response to a real or perceived threat, leading to
significant changes in the customer's behavior and
affecting his personal and professional life. On the
social level, fear can be influenced by external factors
such as societal norms, values, laws, and shared
cultural orientations. Understanding fear from
psychological and social perspectives is essential to
understanding its role in customer behavior. Studying
the effects of fear and analyzing them in different ways
(Thomas 2017, 72), marketers can develop effective
FOMO marketing strategies that enhance consumer
engagement and interaction with their products or
services. It is possible to use the manipulation of
customer emotions in a sustainable and ethical manner
to achieve desired marketing goals and improve the
overall marketing process (Wilson, 2018, p. 81).
Third: The importance of FOMO marketing
Researchers have indicated that FOMO marketing is of
great importance to business organizations, and this
importance can be explained through the following
(Zeithaml et..al, 2020,19):
1. When FOMO marketing strategies are implemented
correctly, they can effectively boost sales and increase
purchases.
2. It helps organizations to study marketing stimuli on
the human mind and consumer behavior on an ongoing
basis, thus achieving great success for business
organizations.
3. It helps organizations to improve strategies and
develop the customer experience.
4. Identifying the continuous changes in customer
tastes, which helps organizations to discover and
exploit marketing opportunities.
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Fourth: FOMO marketing strategy and its various
implications.
FOMO marketing strategy has a complex and
multifaceted impact on customer behavior, product
perception, and ethical considerations, and while fear
appeals can be a powerful tool in attracting attention
and motivating purchase, their long-term effectiveness
and ethical implications remain a matter of ongoing
debate (Taylor & Ghoshal, 2018, 62). FOMO marketing
is the most important strategy through its
psychological impact on customer behavior and
prompts
them
to
respond
to
fear-based
advertisements, exploiting the innate human instinct
to avoid potential threats and risks. The effects of fear
can lead to certain emotional responses, prompting
the customer to make rash purchasing decisions in an
attempt to alleviate their fears. However, it is
necessary to recognize the potential negative
consequences of exploiting fear to achieve commercial
gains. Ethical considerations arise when marketers
manipulate consumers’ emotions and exploit their
vulnerabilities to promote goods or services. This
raises questions about the ethical implications of using
fear as a persuasion tool in advertising campaigns
(Zeithaml et al., 2018, 25). On the other hand, the
effectiveness of FOMO marketing strategies can be
seen from a positive perspective. For example, public
health campaigns often use fear-based messages to
raise awareness about the dangers of smoking, driving
under the influence of alcohol, or unhealthy eating
habits. These campaigns aim to incite fear as a
motivator to change behavior and highlight the
perceived risks associated with certain actions
(Zeithaml et al., 2020, 30).
Fifth: Elements of FOMO marketing
Researchers indicated that when a customer is
exposed to FOMO marketing, his response to the
purchase is either personal or social, as personal and
social impulsive buying are two basic elements of
FOMO marketing and can be explained as follows
(et..al, 2018, 57 Przybylski):
1- Personal impulsive buying, this purchase occurs as a
result of the customer's personal and special
psychological and emotional reactions when exposed
to a certain stimulus that arouses his fear of losing or
missing an opportunity to buy a certain product, as his
behavior is based on his previous experiences and
various experiences.
2- Social impulsive buying, here the customer does not
rely on his own experiences, but is influenced by the
behavior or behavior of the group around him, such as
relatives or other customers. When he sees that they
are impulsive to buy a certain product for fear of losing
it, he behaves in a similar manner to their behavior,
trying to imitate them in that purchase process, keen
to ensure that he is not exposed to losing or losing that
product later.
Field Aspect
First: Description of the researched individuals
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The questionnaire form was distributed to the
researched individuals who are working in real estate
sales offices in the city of Mosul, with 60 forms, and
they were returned in full with a response rate of 100%.
Table No. (1) shows the characteristics of the
researched individuals, and based on the table, the
following was indicated:
-
All of them are males, as their percentage
reached 100%, because those working in the real estate
field in the city of Mosul are males.
-
As for the age level, the percentage of ages
between 31-38 years was 55%, which is the highest
percentage among the rest of the ages, and this age
group is characterized by continuous work to gain
customers and increase market share.
-
Regarding the certificate, the percentage of
those
holding a bachelor’s degree reached 58%, which
means that they are a category qualified to answer.
-
As for the administrative position, the
percentage of field workers, who accompany the
customer while he is touring the properties, was 83%,
which gives the results more accuracy, as they are
more knowledgeable and aware of the customer and
his needs.
Table (1) Distribution of the researched individuals according to personal information
Distribution of researched individuals by gender
Males
Females
total
60
%
100
0
%
60
Distribution of researched individuals according to age
Less than 30
31
-
39
40
-
49
the total
number
%
number
%
number
%
6
0
9
15
39
55
12
20
Distribution of researched individuals according to the certificate
Bachelor's
preparatory
Intermediate
and below
total
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number
%
the
number
%
the
number
%
60
35
58
15
25
10
16
Administrative position
manager
Fieldworker
total
number
%
number
%
60
10
17
50
83
Source: Prepared by the researcher using SPSS
RESULTS AND DISCUSSION
Description and diagnosis of research variables
Marketing intuition
Table (2) shows us the arithmetic means, standard
deviations, frequency distributions and percentages of
the marketing intuition variable through the responses
of the individuals surveyed to its various paragraphs. It
is clear to us through the table’s percentages related
to the factors (x1-x8) that measure the marketing
intuition variable and the overall index that an average
of (60.375) answered (completely agree, agree) and in
contrast, the answers were disagreement at a rate of
(28.125%), while the neutral answers were at a rate of
(.2512%). These answers are supported by the
arithmetic mean with a value of (3.379) and the
standard deviation, which was valued at (1.026), which
contributed to the positivity of this variable, which is
factor x2, which is represented by (we keep the
customer’s previous data as it predicts his future
needs). The percentage of agreement on this element
was 93% and this percentage is supported by the
arithmetic mean value, which is (3.242). The standard
deviation value is (0.640), and all these results prove
that there is a difference in the opinions of the
individuals being researched.
Table (2
(
: Frequency distributions, percentages, means and standard deviations of the
marketing intuition variable
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Response scale
Marke
ting
Intuiti
on
I strongly
agree
I agree
neutral
disagree
strongly
disagree
Arithmetic
mean
standard
deviation
Fre
q.
%
Fr
e
q
%
Fr
e
q
%
Fr
e
q
%
Fr
e
q
%
X1
20 33%
1
5
25
%
5
8%
1
2
20
%
8
20
%
3.223
1.665
X2
35
58%
2
0
33
%
_
_
5
8%
_
_
3.242
0.640
X3
18
30%
2
2
37
%
7
12
%
1
3
22
%
_
_
3.224
1.232
X4
15
25%
1
0
17
%
1
0
17
%
2
0
33
%
5
8%
3.778
1.365
X5
20
33%
1
9
32
%
1
1
18
%
5
8%
5
8%
3.645
0.850
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X6
15
25%
2
5
42
%
_
_
1
0
17
%
1
0
17
%
3.209
1.154
X7
22
37%
8
13
%
1
2
20
%
8
13
%
1
0
17
%
3.531
0.223
X8
11
18%
1
5
25
%
1
4
23
%
1
0
17
%
1
0
17
%
3.181
1.083
the
avera
ge
32.375
28
12.25
17.25
10.875
3.379
1.026
Gener
al
Avera
ge
60.375
28.125
Source: Prepared by the researcher using SPSS
FOMO Marketing.
Table (3) shows us the arithmetic means, standard
deviations, frequency distributions and percentages of
the FOMO marketing variable through the responses
of the individuals surveyed to its various paragraphs. It
is clear to us through the ratios (x9-x18) which measure
the FOMO marketing variables that the agreement rate
on the paragraphs of this variable was (55.572%), which
is a good percentage indicating that the surveyed
offices adopt FOMO marketing in their work. In
contrast, the answer was disagreement at a rate of
(27.892%), while the neutral answers were at a rate of
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(15%), and all of this came with an arithmetic mean of
(3.379) and a standard deviation of (1.026). What
contributed to the positivity of this variable is
paragraph x15 (which states that (our office relies on
exclusive offers to excite the customer), as the
agreement rate on this paragraph was (88.3), and the
arithmetic mean was (3.364) and the standard
deviation (1.327).
Table (3): Frequency distributions, percentages, means and standard deviations of the
FOMO marketing variable
Response scale
FOMO
marketin
g
I strongly
agree
I agree
neutral
disagree
strongly
disagree
Arithmeti
c mean
standard
deviatio
n
Fre
q
%
Fre
q
%
Fre
q
%
Fre
q
%
Fre
q
%
X9
20
.
33
3
15
25
10
.
16
6
10
.
16
6
5
8.3
3.
111
1.
081
X10
15
25
10
.
16
6
15
25
15
25
5
8.3
3.
121
0
.
353
X11
18
30
21
35
9
15
9
15
3
5
3.
093
1.
305
X12
13
.
21
6
12
20
8
.
13
3
10
.
13
3
17
.
28
3
3.
675
1.
536
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X13
16
.
26
6
14
.
23
3
8
.
13
3
12
.
13
3
10
.
16
6
3.
666
0.
934
X14
24
40
16
.
26
6
9
15
5
8.3
6
10
3.
923
1.
988
X15
30
50
20
.
33
3
9
15
1
1.6
_
_
3.
098
1.
997
X16
12
20
11
.
18
3
5
8.3
15
25
17
.
28
3
3.
231
1.
424
the
average
55.572
15
27.892
3.364
1.327
Source: Prepared by the researcher using SPSS
Testing research hypotheses
The first hypothesis: There is a statistically significant
correlation between marketing intuition and FOMO
marketing. The data in Table (4) indicate the existence
of a positive significant correlation between marketing
intuition and FOMO marketing with a correlation
coefficient of (0.982) at a significance level of (0.05).
Thus, the first main hypothesis is accepted, which
states that (there is a significant correlation between
marketing intuition and FOMO marketing), and the
alternative hypothesis is rejected.
Table (4) The correlation between marketing intuition and FOMO marketing
Marketing Intuition
Correlation coefficient
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FOMO
marketing
0.982
Source: Prepared by the researcher using SPSS
The second main hypothesis: There is a statistically
significant relationship between marketing intuition
and FOMO marketing.
Table (5) The relationship between marketing intuition and FOMO marketing
marketing intuition
Calculated T
value
Significance
level
sig
The coefficient of
determination
R2
regression
coefficient
B
FOMO
marketing
5.722
0.000
0.
5
81
0.676
Source: Prepared by the researcher using SPSS
Looking at Table (5), we find the following:
Regression coefficient B (impact coefficient): The
value of the impact coefficient estimated at (0.676)
indicates that whenever marketing intuition is given
attention by one unit, the success of FOMO marketing
increases by 67.60%. _ Determination - coefficient R2:
Through the determination coefficient, which has a
value of (0.581), it confirms that the use of marketing
intuition changes FOMO marketing by 0.581.
F value calculated value: This value, estimated at
(5.722), indicates the existence of a significant effect of
marketing intuition on marketing. Based on these
results, the second main hypothesis is accepted, which
is that there is a statistically significant effect
relationship between marketing intuition and FOMO
marketing, and the alternative hypothesis is rejected.
CONCLUSIONS AND SUGGESTIONS
First: Conclusions
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1- The analysis results showed the existence of a
significant relationship and correlation between
marketing intuition and FOMO marketing in the
researched offices.
2- The analysis results confirmed the variance in the
employees' answers regarding marketing intuition.
3- The analysis results showed the adoption of FOMO
marketing in the researched offices.
Second: Suggestions
In light of the research results and objectives, the
researcher suggests the following:
1. The need to focus more on modern means of dealing
with customer data to better manage the relationship
with the customer.
2. Pay more attention to competitors and the offers
they provide to customers.
3. The researched offices should work continuously to
add new services in order to gain more customers.
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