Information and value? Impulsive travel by social media involvement

Purpose: This article examines the impact of information involvement and value on impulsive travel behavior in the social media context by integrating perspectives from information theory, decision theory and consumer behavior into one integrated decision model. Design/methodology/approach: This article employs empirical methods, using a sample of 341 participants to examine how social media influences consumers’ impulsive travel behaviors. Findings: Information involvement positively influences perceived information value and impulsive travel behavior through social media. Perceived information value positively affects impulsive travel and mediates the relationship between information involvement and impulsive travel. Tie strength positively moderates the relationship between information involvement and perceived information value. Practical implications: The proposed model integrates social networks, relationship marketing and travel decision theories, enhanced by insights into impulsive travel on social media. This article outlines effective marketing strategies for sports event organizers to promote social media engagement. Originality/value: The proposed social media decision-making model builds upon and enhances the foundational principles of behavioral decision theory, providing an advanced framework for understanding decision-making processes in social media interactions.