Keywords
Social Media
Social Networks
Social Validation
Event Attendance
Advertising Skepticism
Young Adults
How to Cite
Abstract
The study examined how skepticism toward social media advertising influences Fear of Missing Out (FOMO) and Social Validation Anxiety (SVA), and how these emotions, in turn, affect the intention to attend social events among young adults in Machala. Using a quantitative approach and a correlational design, a Likert-scale survey was administered to a sample of 301 participants, and the data were analyzed via PLS-SEM. The results demonstrated that advertising skepticism increases both FOMO and SVA, intensifying the need for constant connection and verification. Furthermore, FOMO and SVA were found to significantly influence the intention to attend social events, functioning as mechanisms for belonging and validation. Skepticism also exhibited a direct effect on event attendance, suggesting that distrust drives young individuals to directly contrast what they see on social media, seeking to reaffirm social bonds. In conclusion, emotions arising from the digital environment play a decisive role in offline social behaviors, strengthening the notion that the emotional dynamics generated on social networks directly influence youth decision-making. The study recommends longitudinal research, more transparent marketing strategies, and initiatives aimed at promoting digital well-being.
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