Social media's sway: how social comparison on social media stimulates impulse travelling; serial mediation study on Indian millennials tourists

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 done using SPSS (AMOS 24) and Process macro (model 1) for moderation effect. Purposive and snowball sampling techniques have been employed for data collection.FindingsThe results indicate a positive influence of social comparison on impulsive travel. Additionally, the findings suggest that FoMO and the compulsive use of social media serve as serial mediations on the link between social comparison and impulse travelling. Moreover, self-esteem has shown a negatively significant relationship between social comparison and FoMO. Furthermore, self-control has also been found to have a negatively significant effect on the relationship between FoMO and the compulsive use of social media.Practical implicationsThe study's findings offer valuable guidance for destination administrators. It suggests that administrators should refrain from engaging in aggressive and overly tailored marketing tactics. Instead, they should focus on sharing real and authentic stories that resonate with travellers, and administrators can mitigate the effects of social comparison and discourage impulsive travelling.Originality/valueThis study delves into an unexplored realm in digital marketing literature, shedding light on how social comparison on social media influences the impulsive travelling of Indian millennial tourists. This study is an inaugural attempt to formulate a theoretical framework within the scope of the tourism sector.