Saima Munawar, Adnan Bashir, Syed Muhammad Fahim, Asma Rehman & Bazla Mukhtar
Purpose: This explanatory research aims to test the indirect effect of the FOMO-laden appeal of Facebook posts on the purchase likelihood of hedonic services moderated by gender in a collectivist and non-indulgent society. Research Design: covariance-based – structural equation modeling (PLS-SEM) was used to analyze the data of 324 respondents collected during November 2020 through the purposive sampling method. Findings: The results show that anticipated elation and anticipated expense regret perfectly mediate the impact of FOMO on the purchase likelihood of hedonic services. Moreover, gender moderates these mediation effects. Hence, females are more sensitive to FOMO as compared to males. Theoretical implications: Impact of FOMO laden appeal on purchase likelihood of hedonic services is different across cultures and gender.