This research examines the influence of UGC characteristics, namely source credibility, argument quality, and the types of UGC on FoMO and their effects on purchase intention in restaurants. A total of 350 responses were collected from survey questionnaires through convenience sampling at restaurants in Malaysia. The data was analysed with Structural Equation Modelling (SEM) to test the four hypotheses. The findings revealed that source credibility, argument quality, and types of UGC were influencing factors on FoMO that influence purchase intention. Source credibility is the most important variable contributing to FoMO, which influences purchase intention. Furthermore, it provided practical implications to employ FoMO marketing by harnessing the potential of UGC based on its credible source, argument quality, visual content, and FoMO scarcity messages in the restaurant industry.