The limited-edition or what they call "Scarcity Marketing": propaganda or a promotional strategy through "FOMO" thinking
The case describes the phenomenal element of scarcity marketing effects on customers' purchase intention. It is a concern as nowadays it has started showing some elements of customer exploitation due to their level of innocence that is easily driven by the mentality of "Fear of Missing Out...
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2023
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| Online Access: | http://irep.iium.edu.my/105960/13/105960_The%20limited-edition%20or%20what%20they%20call%20Scarcity%20Marketing.pdf http://irep.iium.edu.my/105960/ https://journals.iium.edu.my/ijcsm/index.php/jcsm/issue/view/31 |
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my.iium.irep.1059602023-08-15T06:28:04Z http://irep.iium.edu.my/105960/ The limited-edition or what they call "Scarcity Marketing": propaganda or a promotional strategy through "FOMO" thinking Abdul Wahid, Nur Kamariah Wan Husain, Wan Rohaida HB201 Value. Utility HB238 Competition. Production. Wealth HB801 Consumption. Demand HF5387 Business ethics HF5410 Marketing. Distribution of products HF5437 Purchasing. Selling. Sales personnel. Sales executives HF5475.I74 Halal business, entrepreneur, marketing, management, and administration HF5801 Advertising The case describes the phenomenal element of scarcity marketing effects on customers' purchase intention. It is a concern as nowadays it has started showing some elements of customer exploitation due to their level of innocence that is easily driven by the mentality of "Fear of Missing Out", FOMO. Guided by the recent explosions in sales shown by McDonald's in 2021 upon their collaboration with BTS K-pop Boys Bands from South Korea, the case is intended to bring into perspective how customers and marketers need to honour the holy relationship between marketers and customers by ensuring the promoted products bundled with the commensurate amount of value as promised, not merely because of its being scarce or limited or because of the influencers' ability to influence. IIUM Press 2023-07-24 Article PeerReviewed application/pdf en http://irep.iium.edu.my/105960/13/105960_The%20limited-edition%20or%20what%20they%20call%20Scarcity%20Marketing.pdf Abdul Wahid, Nur Kamariah and Wan Husain, Wan Rohaida (2023) The limited-edition or what they call "Scarcity Marketing": propaganda or a promotional strategy through "FOMO" thinking. IIUM Journal of Case Studies in Management, 14 (2). pp. 49-52. ISSN 2810-2327 E-ISSN 2710-7175 https://journals.iium.edu.my/ijcsm/index.php/jcsm/issue/view/31 |
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| language |
English |
| topic |
HB201 Value. Utility HB238 Competition. Production. Wealth HB801 Consumption. Demand HF5387 Business ethics HF5410 Marketing. Distribution of products HF5437 Purchasing. Selling. Sales personnel. Sales executives HF5475.I74 Halal business, entrepreneur, marketing, management, and administration HF5801 Advertising |
| spellingShingle |
HB201 Value. Utility HB238 Competition. Production. Wealth HB801 Consumption. Demand HF5387 Business ethics HF5410 Marketing. Distribution of products HF5437 Purchasing. Selling. Sales personnel. Sales executives HF5475.I74 Halal business, entrepreneur, marketing, management, and administration HF5801 Advertising Abdul Wahid, Nur Kamariah Wan Husain, Wan Rohaida The limited-edition or what they call "Scarcity Marketing": propaganda or a promotional strategy through "FOMO" thinking |
| description |
The case describes the phenomenal element of scarcity marketing effects on customers' purchase intention. It is a concern as nowadays it has started showing some elements of customer exploitation due to their level of innocence that is easily driven by the mentality of "Fear of Missing Out", FOMO. Guided by the recent explosions in sales shown by McDonald's in 2021 upon their collaboration with BTS K-pop Boys Bands from South Korea, the case is intended to bring into perspective how customers and marketers need to honour the holy relationship between marketers and customers by ensuring the promoted products bundled with the commensurate amount of value as promised, not merely because of its being scarce or limited or because of the influencers' ability to influence. |
| format |
Article |
| author |
Abdul Wahid, Nur Kamariah Wan Husain, Wan Rohaida |
| author_facet |
Abdul Wahid, Nur Kamariah Wan Husain, Wan Rohaida |
| author_sort |
Abdul Wahid, Nur Kamariah |
| title |
The limited-edition or what they call "Scarcity Marketing": propaganda or a promotional strategy through "FOMO" thinking |
| title_short |
The limited-edition or what they call "Scarcity Marketing": propaganda or a promotional strategy through "FOMO" thinking |
| title_full |
The limited-edition or what they call "Scarcity Marketing": propaganda or a promotional strategy through "FOMO" thinking |
| title_fullStr |
The limited-edition or what they call "Scarcity Marketing": propaganda or a promotional strategy through "FOMO" thinking |
| title_full_unstemmed |
The limited-edition or what they call "Scarcity Marketing": propaganda or a promotional strategy through "FOMO" thinking |
| title_sort |
limited-edition or what they call "scarcity marketing": propaganda or a promotional strategy through "fomo" thinking |
| publisher |
IIUM Press |
| publishDate |
2023 |
| url |
http://irep.iium.edu.my/105960/13/105960_The%20limited-edition%20or%20what%20they%20call%20Scarcity%20Marketing.pdf http://irep.iium.edu.my/105960/ https://journals.iium.edu.my/ijcsm/index.php/jcsm/issue/view/31 |
| _version_ |
1775621717947842560 |
| score |
13.211869 |