Ever since her nightmarish face started popping up everywhere, Momo has made things both creepy and confusing for a lot of people.
It started with a supposed challenge sweeping social media where someone claiming to be Momo would present people with tasks that got more dangerous until it finally ended with the "player's" suicide.
However, other than some police warnings and questionable and unconfirmed links to actual suicides, no reliable evidence exists that this challenge is anything but a hoax.
Still, the Momo phenomenon persists and on psychology professor has some insights into the fuel that keeps its relevance burning.