<![CDATA[This study aims to evaluate the influence of Fear of Missing Out (FOMO), Hedonic Motivation, and Social Media Use on the intention to continue participating in running events. The study is motivated by the rising trend of running and the limited research regarding the psychological factors and social media usage that drive sustained participation in such activities. The respondents were participants of the UNWIKU Edu Run 2026 held in Purwokerto. A quantitative approach was employed, utilizing Structural Equation Modeling (SEM) analysis via AMOS software. Data were collected from 146 respondents selected through non-probability sampling, using a Likert scale instrument. The results indicate that FOMO (CR = 2.350; p = 0.019), Hedonic Motivation (CR = 3.560; p = 0.000), and Social Media Use (CR = 8.563; p = 0.000) significantly influence the intention to continue participating. Collectively, these three variables explain 69.2% of the variance in the intention to continue participating, while the remaining 31.8% is attributed to factors outside the research model. The findings suggest that the fear of missing out on valuable experiences, the drive to gain enjoyable experiences, and the use of social media—for information gathering, interaction, and sharing experiences related to the fun run—can foster a desire for sustained participation. As the study was limited to the "fun run" category, the results should be generalized with caution; future research is encouraged to examine various categories of running events and broader geographical areas.]]>
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