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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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
IIUM Press
2023
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| Subjects: | |
| 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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