Fear of missing out’s mediating role in sensation-seeking and online betting intentions: impact of sales promotions

Purpose This research investigates the complex relationships between individual psychological traits, the fear of missing out (FOMO) and sales promotions in the online sports betting industry. Specifically, it aims to comprehend how sensation-seeking, as a personality trait and FOMO influence the intention to engage in instant online sports betting under various sales promotions like win-bet boosting and lose-bet protecting. Design/methodology/approach An online survey was conducted with USA adults familiar with major online betting platforms. Participants were assigned to different promotional scenarios, and their responses were analyzed using partial least squares structural equation modeling (PLS-SEM). Findings The findings show that sensation-seeking positively affects betting intentions, with FOMO playing a partially mediating role. Sales promotions were found to negatively moderate the relationship between sensation-seeking and betting intention. Notably, the impact of FOMO on betting intention was stronger in the lose-bet protecting scenario than in the win-bet boosting scenario. Originality/value This research enriches existing literature by elucidating the nuanced interactions between sensation-seeking, FOMO and sales promotions in the context of online sports betting. The study offers practical insights for developing targeted marketing strategies, particularly for users inclined towards sensation-seeking.