FEAR OF MISSING OUT, WORD OF MOUTH, AND PERCEIVED SALES PERFORMANCE AT THAIFEST: THE MEDIATING ROLE OF PERCEIVED MARKETING INNOVATION

Abstract

Temporary culinary events intensify social-media exposure, interpersonal recommendations, and limited-time consumption, yet Fear of Missing Out (FoMO) and Word of Mouth (WOM) are rarely examined together with consumers’ perceptions of marketing innovation and sales effectiveness. This study examines the associations among FoMO, WOM, perceived marketing innovation (PMI), and perceived sales performance (PSP) at ThaiFest, Duta Mall Palangka Raya. Using a cross-sectional explanatory survey, data were collected from 300 purposively selected visitors who had purchased ThaiFest products and analysed using PLS-SEM. FoMO and WOM were positively associated with PMI and PSP, while PMI showed the largest direct coefficient with PSP (β = 0.489). PMI also partially mediated the relationships between FoMO and PSP and between WOM and PSP. Because the study relies on same-source, purchaser-only, cross-sectional perceptions, the findings indicate statistical associations rather than causal effects or objective sales growth.