Research Article


DOI :10.26650/ibr.2024.53.1339988   IUP :10.26650/ibr.2024.53.1339988    Full Text (PDF)

Behind the Youtube Addiction and Online Stickiness. Does Fear of Missing Out Count?

Beril DurmuşHüseyin EkizlerMurat Bolelli

As social media has evolved into a predominant aspect of daily life, with over 5 billion users globally, understanding the motivations behind user engagement is essential. The purpose of this study was to examine the relationships between loneliness, self-esteem, FoMO (Fear of Missing Out), YouTube addiction, and online stickiness concepts. This study hypothesizes that self-esteem and loneliness significantly affect FoMO, which in turn influences YouTube addiction and online stickiness. Data were collected from Turkish adults using an online survey tool with convenience sampling method. Confirmatory Factor Analysis, correlation, and path analyses were conducted to test the research hypotheses. The findings indicate positive and significant correlations, as well as the effect of self-esteem on FoMO. Additionally, loneliness was found to be negatively correlated with FoMO Social Experience and positively correlated with FoMO Rewarding Experience, whereas no significant effect of loneliness on both dimensions was found. FoMO Social Experience and FoMO Rewarding Experience were positively correlated with YouTube addiction, and FoMO Social Experience had a significant effect on YouTube addiction. Finally, YouTube addiction is strongly correlated with online stickiness, and its effect on it is significant. The implications of the results are discussed, and future research areas are suggested. 


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Citations

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APA

Durmuş, B., Ekizler, H., & Bolelli, M. (2024). Behind the Youtube Addiction and Online Stickiness. Does Fear of Missing Out Count?. Istanbul Business Research, 53(2), 137-159. https://doi.org/10.26650/ibr.2024.53.1339988


AMA

Durmuş B, Ekizler H, Bolelli M. Behind the Youtube Addiction and Online Stickiness. Does Fear of Missing Out Count?. Istanbul Business Research. 2024;53(2):137-159. https://doi.org/10.26650/ibr.2024.53.1339988


ABNT

Durmuş, B.; Ekizler, H.; Bolelli, M. Behind the Youtube Addiction and Online Stickiness. Does Fear of Missing Out Count?. Istanbul Business Research, [Publisher Location], v. 53, n. 2, p. 137-159, 2024.


Chicago: Author-Date Style

Durmuş, Beril, and Hüseyin Ekizler and Murat Bolelli. 2024. “Behind the Youtube Addiction and Online Stickiness. Does Fear of Missing Out Count?.” Istanbul Business Research 53, no. 2: 137-159. https://doi.org/10.26650/ibr.2024.53.1339988


Chicago: Humanities Style

Durmuş, Beril, and Hüseyin Ekizler and Murat Bolelli. Behind the Youtube Addiction and Online Stickiness. Does Fear of Missing Out Count?.” Istanbul Business Research 53, no. 2 (Oct. 2024): 137-159. https://doi.org/10.26650/ibr.2024.53.1339988


Harvard: Australian Style

Durmuş, B & Ekizler, H & Bolelli, M 2024, 'Behind the Youtube Addiction and Online Stickiness. Does Fear of Missing Out Count?', Istanbul Business Research, vol. 53, no. 2, pp. 137-159, viewed 11 Oct. 2024, https://doi.org/10.26650/ibr.2024.53.1339988


Harvard: Author-Date Style

Durmuş, B. and Ekizler, H. and Bolelli, M. (2024) ‘Behind the Youtube Addiction and Online Stickiness. Does Fear of Missing Out Count?’, Istanbul Business Research, 53(2), pp. 137-159. https://doi.org/10.26650/ibr.2024.53.1339988 (11 Oct. 2024).


MLA

Durmuş, Beril, and Hüseyin Ekizler and Murat Bolelli. Behind the Youtube Addiction and Online Stickiness. Does Fear of Missing Out Count?.” Istanbul Business Research, vol. 53, no. 2, 2024, pp. 137-159. [Database Container], https://doi.org/10.26650/ibr.2024.53.1339988


Vancouver

Durmuş B, Ekizler H, Bolelli M. Behind the Youtube Addiction and Online Stickiness. Does Fear of Missing Out Count?. Istanbul Business Research [Internet]. 11 Oct. 2024 [cited 11 Oct. 2024];53(2):137-159. Available from: https://doi.org/10.26650/ibr.2024.53.1339988 doi: 10.26650/ibr.2024.53.1339988


ISNAD

Durmuş, Beril - Ekizler, Hüseyin - Bolelli, Murat. Behind the Youtube Addiction and Online Stickiness. Does Fear of Missing Out Count?”. Istanbul Business Research 53/2 (Oct. 2024): 137-159. https://doi.org/10.26650/ibr.2024.53.1339988



TIMELINE


Submitted09.08.2023
Accepted08.07.2024
Published Online30.09.2024

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