A STUDY ON THE MEDIATING EFFECT OF FoMO ON SOCIAL MEDIA (INSTAGRAM ) INDUCED TRAVEL ADDICTION AND RISK TAKING TRAVEL BEHAVIORAL INTENTION IN YOUTH

Abstract

The effect of social media on youth is immense. Fear of missing out (FoMO) is a common repercussion found in youth due to extreme usage of social media platforms. They suffer from FoMO in the context of travel and tour. This behavior leads to impulsive travel decisions plus risk-taking travel attitude. The present study examines the impact of Social Media (Instagram) induced Travel Addiction on youth's Risk-Taking Travel Behavioral Intention with FoMO as a mediating variable. An online survey conducted amidst 420 South Indian students revealed that Social Media (Instagram) induced Travel Addiction (SMTA) had a direct positive impact (β = 0.29, p <0.05) on Risk Taking Travel Behavioural Intention (RTTBI). It was also observed that Social Media (Instagram) induced Travel Addiction had a direct positive impact on FoMO (β = 0.58, p <0.05), and FoMO had a direct positive impact (β = 0.19, p <0.05) on Risk-Taking Travel Behaviour Intention. Further, FoMO was also observed to mediate the connection between Social Media (Instagram) induced Travel Addiction and Risk-Taking Travel Behavioural Intention. It is proposed that parents, teachers, and educational institutes regulate risk-taking travel behavior in youth. Furthermore, it is suggested that the youths be provided with coping/resilience strategies to deal with social media addiction. The limitations, implications for future research, and recommendations are also discussed in the paper.

Brand and addiction: A network analysis of scientific literature

“…It is thus reported that brand addiction discourse covers traditional and modern addictive behaviors like nicotine, tobacco, social media, and the internet. 3,[12][13][14] Examining the different ways people become addicted, the focus on traditional drugs raises public health concerns. This comprehensive approach shows brand addictions' complexity and diversity, enabling flexible therapies.…”

“…This thematic trajectory emphasizes excessive internet and e-commerce use. 3 This period may show a rising understanding of internet addiction and e-commerce’s impact on consumers. 3 Tobacco and substance addiction research 12,13 is crucial from 2020 to 2023.…”

“…3 This period may show a rising understanding of internet addiction and e-commerce’s impact on consumers. 3 Tobacco and substance addiction research 12,13 is crucial from 2020 to 2023. The shift may be due to socioeconomic issues, public health priorities.…”

“…1,2 In today’s consumer-driven society, when marketing, digital platforms, and brand ubiquity affect daily living, brand addiction research is crucial. 3 Beyond brand loyalty, brand addiction is an obsessive and harmful brand relationship. Brand addiction involves emotional dependence and substance abuse-like behaviors, unlike brand love.…”

“…Increased attachment may lead to excessive buying, a strong brand identity, and a reluctance to try alternative brands. 3,4 Modern brand addiction is relevant because social media and digital marketing have increased emotional relationships with enterprises beyond logical consumer behavior. 4 To navigate the new consumer landscape, establish ethical marketing strategies, and safeguard consumers and the environment, brand addiction must be understood and handled.…”