Background and Purpose
This study investigates the underlying motivations driving consumers to share posts about products they have purchased, with particular emphasis on conspicuous consumption—a phenomenon wherein purchases serve to signal wealth or social status. Within the context of expanding social media utilization, women increasingly leverage these platforms to construct and communicate their identity, lifestyle, and engagement in sports activities. Sharing such content not only reinforces their social standing but also consolidates their digital identity. Nevertheless, the psychological and social determinants underpinning these behaviors remain inadequately understood. Specifically, the roles of fear of missing out (FoMO), conspicuous consumption, and social comparison in shaping women's decisions to share sports and lifestyle content have received limited scholarly attention. Furthermore, women as a demographic cohort—who may exhibit distinctive patterns of self-representation and content-sharing—remain underexplored. Although existing evidence suggests that FoMO can precipitate individuals toward risky behaviors or conspicuous consumption, its interaction with social comparison and its influence on women's sharing practices remain largely unexamined. This research gap constrains our comprehension of the motivations underlying women's sharing of sports and lifestyle content and impedes the development of effective marketing strategies and digital engagement practices. Accordingly, this study aims to examine how FoMO, conspicuous consumption, and social comparison drive women's sharing behavior on social media, and to elucidate the mechanisms that underpin these behaviors.
Methods
This applied investigation adopts a quantitative, descriptive-correlational design, with data collected through fieldwork. Its primary objective was to examine women's sharing behavior of sports and lifestyle content on social media, focusing on the roles of FoMO, conspicuous consumption, and social comparison. The statistical population comprised women over 18 years of age who were active on social networks, possessed at least one year of platform experience, and demonstrated interest in sharing sports and healthy lifestyle content by following relevant pages and channels. To ensure alignment with the research scope, screening questions pertaining to age, gender, social media experience, and interest in sports were incorporated, and responses failing to meet these criteria were excluded. Social comparison was measured using the questionnaire developed by Kefeli Col et al. (2025), while FoMO, conspicuous consumption, and sharing behavior were assessed using the 20-item instrument by Dinh and Lee (2024), rated on a five-point Likert scale ranging from "very low" (1) to "very high" (5) and translated into Persian. Validity of the translation was ensured through a translation–back-translation procedure (Beaton et al., 2000), involving two bilingual translators for the initial translation and two independent translators for back-translation. Conceptual and linguistic inconsistencies were reconciled, and the final version was reviewed by seven sport management and marketing faculty members. Reliability was confirmed with Cronbach's alpha values exceeding 0.70. Sample size was determined following Barclay et al. (1995), which recommends either ten times the largest number of indicators for a construct or ten times the largest number of structural paths pointing to a construct. A pilot study of 30 questionnaires provided preliminary variance (SD = 0.38), and Cochran's formula estimated a required sample of 221 participants. To ensure robustness and account for potential nonresponses, 230 online questionnaires were distributed via Instagram posts, stories, bio links, and pinned Telegram channels, yielding 220 valid responses. Convenience sampling was employed, with voluntary participation and the option for participants to reshare the link. Data collection occurred between June 21 and August 22, 2025 (1 Khordad to 1 Mordad 1404). To evaluate the proposed conceptual relationships, Structural Equation Modeling (SEM) was conducted using SmartPLS 4, an approach well-suited for analyzing complex models and integrating theoretical constructs with empirical data.
 
Results
[Final Research Model]
 
 
 
 
 
 
 
 
 
 

 
Conclusion
The relationship between conspicuous consumption and sharing behavior in this context can be examined across three analytical levels. At the individual level (identity and self-presentation), women creating sports-related content utilize social media to manage and express their identities. By frequently sharing workout images, sportswear, or moments of healthy eating, they construct a narrative of the "active, healthy, and attractive self," with conspicuous consumption serving as an instrument for personal distinction and differentiation. At the social level (approval and validation), sharing behavior is closely associated with the need for social recognition. Women interpret likes, comments, and reposts as indicators of social worth, motivating them to maintain or even intensify their conspicuous consumption, as visibility and approval function as social rewards. At the cultural-economic level (market and brands), the ascendancy of digital culture has positioned these women as micro- or macro-influencers, with brands leveraging them to promote products. In this context, conspicuous consumption becomes a form of economic capitalization, enabling women to convert shared content into financial gain through brand collaborations or expanding follower bases. Psychologically, this behavior is driven by self-expression, self-efficacy, and attention-seeking, reflecting women's greater utilization of social media for identity management compared to men. Audience feedback plays a reciprocal role: positive engagement reinforces content creation, while negative or indifferent reactions can disrupt this cycle. In this manner, conspicuous consumption and sharing behavior interact dynamically with social and cultural structures. Ultimately, the conspicuous consumption and sharing practices of women producing sports lifestyle content reflect broader cultural transformations, negotiating traditional norms and modern values, while simultaneously generating symbolic and economic capital. Women's sharing behavior thus both results from and reinforces conspicuous consumption.
 
Article Message
Although FoMO (fear of missing out) is not a novel phenomenon, the digital age has provided unprecedented opportunities to examine its underlying drivers. The findings of this study demonstrate that FoMO significantly influences consumption-sharing behaviors among social media users. Individuals experiencing elevated levels of FoMO are more inclined to share their purchases and activities to manage and reinforce their social identity. In other words, when individuals perceive themselves at risk of missing out on social trends or interactions, they are more motivated to showcase their assets and lifestyle. This indicates that FoMO not only fuels participation in online social activities but also plays a central role in conspicuous consumption. Additionally, the desire for visibility and maintenance of social standing encourages individuals to share their consumption in ways that attract attention and social approval. The results further reveal that conspicuous consumption mediates the relationship between FoMO and sharing behavior: individuals first engage in conspicuous consumption driven by FoMO and subsequently share these behaviors online to satisfy their psychological needs for belonging and social validation.
Ethical Considerations
All ethical guidelines were rigorously observed throughout the conduct of this research.
Authors' Contributions
All authors contributed equally to the execution of this research.
Conflict of Interest
No conflict of interest exists.
 
Acknowledgments
The authors extend sincere gratitude to all individuals and organizations that provided collaboration and support throughout this study.