{"id":"https://openalex.org/W7223988511","doi":"https://doi.org/10.29406/jmm.v22i2.9482","title":"FOMO Marketing as a Strategic Response: Brand Positioning and Long-Term Branding Strategy among Food and Beverage MSMEs in Indonesia","display_name":"FOMO Marketing as a Strategic Response: Brand Positioning and Long-Term Branding Strategy among Food and Beverage MSMEs in Indonesia","publication_year":2026,"publication_date":"2026-10-26","ids":{"openalex":"https://openalex.org/W7223988511","doi":"https://doi.org/10.29406/jmm.v22i2.9482"},"language":"en","primary_location":{"id":"doi:10.29406/jmm.v22i2.9482","doi":"https://doi.org/10.29406/jmm.v22i2.9482","is_oa":true,"landing_page_url":"https://doi.org/10.29406/jmm.v22i2.9482","pdf_url":"https://openjurnal.unmuhpnk.ac.id/jm_motivasi/article/download/9482/5001","source":{"id":"https://openalex.org/S4210196614","display_name":"JURNAL MANAJEMEN MOTIVASI","issn_l":"2085-1596","issn":["2085-1596","2407-5310"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310314909","host_organization_name":"Muhammadiyah University of Pontianak","host_organization_lineage":["https://openalex.org/P4310314909"],"host_organization_lineage_names":["Muhammadiyah University of Pontianak"],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Jurnal Manajemen Motivasi","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://openjurnal.unmuhpnk.ac.id/jm_motivasi/article/download/9482/5001","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5159812894","display_name":"Terryna Safira","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I134635517","display_name":"Bandung Institute of Technology","ror":"https://ror.org/00apj8t60","country_code":"ID","type":"education","lineage":["https://openalex.org/I134635517"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Terryna Safira","raw_affiliation_strings":["Master of Business Administration Program, Institut Teknologi Bandung, Bandung, Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Master of Business Administration Program, Institut Teknologi Bandung, Bandung, Indonesia","institution_ids":["https://openalex.org/I134635517"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5050750095","display_name":"Sonny Rustiadi","orcid":"https://orcid.org/0000-0002-0782-1835","observed_orcids":["https://orcid.org/0000-0002-0782-1835"]},"institutions":[{"id":"https://openalex.org/I134635517","display_name":"Bandung Institute of Technology","ror":"https://ror.org/00apj8t60","country_code":"ID","type":"education","lineage":["https://openalex.org/I134635517"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Sonny Rustiadi","raw_affiliation_strings":["Master of Business Administration Program, Institut Teknologi Bandung, Bandung, Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Master of Business Administration Program, Institut Teknologi Bandung, Bandung, Indonesia","institution_ids":["https://openalex.org/I134635517"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I134635517"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.8790284,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"22","issue":"2","first_page":"1626","last_page":"1636"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.5458999872207642,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.5458999872207642,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.37790000438690186,"subfield":{"id":"https://openalex.org/subfields/3317","display_name":"Demography"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.06080000102519989,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/fear-of-missing-out","display_name":"fear of missing out","score":0.9369999766349792},{"id":"https://openalex.org/keywords/brand-positioning","display_name":"brand positioning","score":0.9990000128746033},{"id":"https://openalex.org/keywords/small-and-medium-sized-enterprises","display_name":"small and medium-sized enterprises","score":0.8050000071525574},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.8199999928474426},{"id":"https://openalex.org/keywords/marketing-decision-making","display_name":"marketing decision-making","score":0.6110000014305115},{"id":"https://openalex.org/keywords/operating-constraints","display_name":"operational constraints","score":0.8920000195503235},{"id":"https://openalex.org/keywords/jakarta","display_name":"Jakarta","score":0.9290000200271606}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.7329000234603882},{"id":"https://openalex.org/C2777146004","wikidata":"https://www.wikidata.org/wiki/Q14949826","display_name":"CLARITY","level":2,"score":0.6866000294685364},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6812999844551086},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6534000039100647},{"id":"https://openalex.org/C74196892","wikidata":"https://www.wikidata.org/wiki/Q7781188","display_name":"Thematic analysis","level":3,"score":0.5110999941825867},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.4453999996185303},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.41530001163482666},{"id":"https://openalex.org/C2992496598","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Marketing communication","level":2,"score":0.3806000053882599},{"id":"https://openalex.org/C205971072","wikidata":"https://www.wikidata.org/wiki/Q513100","display_name":"Brand equity","level":2,"score":0.3179999887943268},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.3116999864578247},{"id":"https://openalex.org/C144559511","wikidata":"https://www.wikidata.org/wiki/Q2986279","display_name":"Principal (computer security)","level":2,"score":0.3107999861240387},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.3059000074863434},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.29319998621940613},{"id":"https://openalex.org/C162446236","wikidata":"https://www.wikidata.org/wiki/Q653137","display_name":"Content analysis","level":2,"score":0.2678000032901764},{"id":"https://openalex.org/C2984367651","wikidata":"https://www.wikidata.org/wiki/Q431289","display_name":"Brand image","level":2,"score":0.2651999890804291},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.2614000141620636}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.29406/jmm.v22i2.9482","doi":"https://doi.org/10.29406/jmm.v22i2.9482","is_oa":true,"landing_page_url":"https://doi.org/10.29406/jmm.v22i2.9482","pdf_url":"https://openjurnal.unmuhpnk.ac.id/jm_motivasi/article/download/9482/5001","source":{"id":"https://openalex.org/S4210196614","display_name":"JURNAL MANAJEMEN MOTIVASI","issn_l":"2085-1596","issn":["2085-1596","2407-5310"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310314909","host_organization_name":"Muhammadiyah University of Pontianak","host_organization_lineage":["https://openalex.org/P4310314909"],"host_organization_lineage_names":["Muhammadiyah University of Pontianak"],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Jurnal Manajemen Motivasi","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.29406/jmm.v22i2.9482","doi":"https://doi.org/10.29406/jmm.v22i2.9482","is_oa":true,"landing_page_url":"https://doi.org/10.29406/jmm.v22i2.9482","pdf_url":"https://openjurnal.unmuhpnk.ac.id/jm_motivasi/article/download/9482/5001","source":{"id":"https://openalex.org/S4210196614","display_name":"JURNAL MANAJEMEN MOTIVASI","issn_l":"2085-1596","issn":["2085-1596","2407-5310"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310314909","host_organization_name":"Muhammadiyah University of Pontianak","host_organization_lineage":["https://openalex.org/P4310314909"],"host_organization_lineage_names":["Muhammadiyah University of Pontianak"],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Jurnal Manajemen Motivasi","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7223988511.pdf","grobid_xml":"https://content.openalex.org/works/W7223988511.grobid-xml"},"referenced_works_count":30,"referenced_works":["https://openalex.org/W1969783025","https://openalex.org/W1979290264","https://openalex.org/W2129660502","https://openalex.org/W2142225512","https://openalex.org/W2161013171","https://openalex.org/W2533674729","https://openalex.org/W2604729731","https://openalex.org/W2763766763","https://openalex.org/W2900619723","https://openalex.org/W3009886244","https://openalex.org/W3022378571","https://openalex.org/W3124536214","https://openalex.org/W3198600789","https://openalex.org/W3207652521","https://openalex.org/W4212962430","https://openalex.org/W4281485109","https://openalex.org/W4304165921","https://openalex.org/W4367044584","https://openalex.org/W4386286554","https://openalex.org/W4401193892","https://openalex.org/W4401621447","https://openalex.org/W4402946362","https://openalex.org/W4404601590","https://openalex.org/W4408992712","https://openalex.org/W4410867218","https://openalex.org/W4413450033","https://openalex.org/W4413668019","https://openalex.org/W4415881940","https://openalex.org/W7116756423","https://openalex.org/W7214980463"],"related_works":["https://openalex.org/W7119040482","https://openalex.org/W7204878743","https://openalex.org/W4225129450","https://openalex.org/W7217065002","https://openalex.org/W4409837965","https://openalex.org/W1572474192","https://openalex.org/W4410249169","https://openalex.org/W7117412575","https://openalex.org/W4401493484","https://openalex.org/W1986664319"],"abstract_inverted_index":{"Using":[0],"thematic":[1],"analysis":[2],"and":[3,13,18,33,75],"cross-case":[4],"comparison,":[5],"this":[6],"study":[7],"examines":[8],"FOMO":[9,48,66],"marketing,":[10],"brand":[11,93],"positioning,":[12],"constraints":[14],"among":[15],"Jakarta":[16],"food":[17],"beverage":[19],"MSMEs.":[20],"Ten":[21],"owners":[22],"or":[23,91],"marketing":[24,87],"decision-makers":[25],"were":[26,31],"interviewed;":[27],"eight":[28],"principal":[29],"cases":[30],"coded":[32],"compared":[34],"with":[35],"selected":[36],"social":[37],"media":[38],"posts.":[39],"Two":[40],"uncoded":[41],"interviews":[42],"served":[43],"only":[44],"as":[45],"redundancy":[46],"checks.":[47],"understanding":[49],"was":[50,67],"practice-first.":[51],"Clearer":[52],"positioning":[53],"accompanied":[54,61],"selective":[55],"trend":[56],"adoption,":[57],"while":[58],"weaker":[59],"clarity":[60],"reactive":[62],"tactics.":[63],"Reliance":[64],"on":[65],"described":[68],"alongside":[69],"limited":[70],"owner":[71],"attention,":[72],"operational":[73],"constraints,":[74],"difficulty":[76],"maintaining":[77],"alternatives.":[78],"These":[79],"eight-case":[80],"interpretations":[81],"concern":[82],"owners'":[83],"decisions,":[84],"not":[85],"measured":[86],"effectiveness,":[88],"consumer":[89],"retention,":[90],"long-term":[92],"outcomes.":[94]},"counts_by_year":[],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2026-10-28T00:00:00"}