Social media’s sway: how social comparison on social media stimulates impulse travelling; serial mediation study on Indian millennials tourists
Satinder Kumar,
Sandeep Kumar
Abstract:PurposeThe study explores the impact of social media-induced social comparison on impulse travelling, drawing upon social comparison theory. It thoroughly examines the intermediary functions of fear of missing out (FoMO) and compulsive use of social media, alongside exploring the moderating impacts of self-esteem and self-control within this dynamic process.Design/methodology/approachTo meet the objective, we conducted a survey of 382 social media users among Indian millennial tourists. The analysis has been d… Show more
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