Fear of Missing Out is mainly a subject of psychological research; however, due to its specific nature, it gains an interdisciplinary character. Thanks to this, it can also be analysed from the perspective of media or business. This paper focuses on the threads of the relationship between FOMO and marketing communication online. It realizes the following objectives: it presents the scale of FOMO in Poland; it analyses the phenomenon in the context of consumers’ reactions to basic brand activity on social and it shows differences between the answers given by all the respondents and those with high FOMO. In order to clarify the scope of the research work, four research questions are answered: how do social media users react to the use of particular features of social platforms by brands? What form of posts coming from brands are preferred by Polish Internet users? What is the attitude of the respondents towards advertisements posted on social media portals? Does FOMO influence the answers in any way? The research was based on the nationwide, representative sample of Internet users aged 15+ (N=1060). The tool was the CAWI questionnaire.
The article presents the results of the quantitative and qualitative research of presentation of the selected travel and transport destinations in the travel specialized print media with the focus on the impact of the ownership structure and geographical affiliation. The authors accomplished two research goals: firstly, they examined the scale of popularisation of travel destinations in two contexts: the geographical one (division into continents, countries and cities) and the chronological one (investigating changes in popularising particular travel destinations and referring them to the broader political or social context of a given time). Secondly, they indicated the differences or similarities in the selection of the destinations at the macro-level (among magazines, i.e. their editorial policies or affiliation to publishing companies) and at the micro-level (between the main and supporting cover stories). The results show that the selection of destinations displayed on the front covers of magazines is related to their editorial policy, which is secondary related to the ownership structure.