The effects of social comparison in social media on travel decision making: the role of fear of missing out

Purpose This study aims to investigate how social comparison and fear of missing out (FOMO), triggered by social media, influence travel intentions. It also examines whether FOMO mediates the link between social comparison and travel intention, and whether social media use intensity moderates this relationship. Design/methodology/approach A quantitative survey was conducted via Amazon Mechanical Turk (MTurk), yielding 253 valid responses. The proposed model was tested using structural equation modeling to examine direct and mediating relationships. A two-way analysis of variance was used to explore the moderating effect of social media use intensity. Findings Social comparison significantly affected both FOMO and travel intention. FOMO also influenced travel intention and partially mediated the relationship between social comparison and travel intention. Social media use intensity affected FOMO but did not moderate its link with social comparison. Research limitations/implications This study contributes to the understanding of how psychological mechanisms shaped by social media – namely, social comparison and FOMO – drive travel-related decision-making. It provides empirical evidence for the mediating role of FOMO in the tourism context and offers practical insights for tourism marketers aiming to leverage digital platforms to influence consumer behavior. Originality/value The results provide knowledge about the importance of social comparison and FOMO in motivating travel and their advantages for tourism marketing.