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.