Rita, Paulo Miguel Rasquinho FerreiraOliveira, Pedro Miguel Garcia deReis, Inês Isabel Marques2024-11-082024-10-29http://hdl.handle.net/10362/174833Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThe rapid evolution of the digital era has led to the creation of new theoretical models designed to understand consumer behavior and individual decision-making. This study aimed to examine FOBO in a music streaming context by exploring the impact of this phenomenon on the decision-making of music streaming users living in Portugal. To better comprehend the implications of FOBO on individual decision-making, it was necessary to examine related phenomena such as FOMO and FODA. After reviewing the literature, a conceptual model was developed. An online survey was used to collect data from 317 music streaming users, and the model was validated using PLS-SEM. The results indicate that users experience FOBO while deciding which music streaming platform to select. Moreover, this phenomenon makes decision-making more complicated by inserting indecision among users. Further findings demonstrated that non-subscribers experience FODA, and users do regret subscribing to the platforms they selected largely due to the anticipation or perception of better alternatives. This study provides significant insights into psychological literature by contributing to understanding how psychological factors like FOBO affect user decision-making, particularly in music streaming.engDecision-making processFear of Better OptionsFear of Doing AnythingFear of Missing OutMusic streaming contextMusic streaming platformsmaster thesis203778413