Does FoMO matter with impulsive travel in live streaming? The role of marketing communication

Purpose – This study integrates information involvement, fear of missing out (FoMO), and impulsive travel into one decision-making model within the context of live streaming in tourism to explain the antecedents of contemporary impulsive travel behavior. Design/methodology/approach – This study employs partial least squares structural equation modeling (PLS-SEM). It analyzes a sample of 283 participants to examine the impact of live streaming on consumers’ impulsive travel behaviors. Findings – Information involvement positively impacts both perceived FoMO and impulsive travel. FoMO positively affects impulsive travel and mediates the relationship between information involvement and impulsive travel. Additionally, marketing communication via live streaming positively moderates the relationship between information involvement and perceived FoMO. Practical implications – The proposed model integrates consumer decision-making and relationship marketing theories and includes insights on impulsive travel related to live streaming. This study offers effective marketing strategies for tourism marketers to enhance consumer engagement through live-streaming platforms. Originality/value – This study contributes valuable theoretical insights into tourism marketing, consumer behavior and the dynamics of impulsive travel decision-making in digital environments.