Effective Festival Communication Strategies
In light of growing interest on social media in the festival industry, this study examines relationships among perceived festival attributes, fear of missing out (FoMO), anticipated emotion, brand equity, and behavioral intention through a structural equation model. Social interaction, self-enhancement, and festival authenticity represent different aspects of festival attributes. Results identify their effects on FoMO are positive. FoMO then influences customers’ anticipated emotion and brand equity, which influences their behavioral intention. Results of this study provide suggestions to festival marketers how to encourage customers’ visit intention in the pre-consumption stage. Keywords: Fear-of-missing out (FoMO), Social interaction, Self-enhancement, Festival authenticity, Anticipated emotion, Brand equity, Self-determination theory (SDT).