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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| Institution: | Universiti Islam Antarabangsa Malaysia |
| Language: | English |
| Summary: | 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. |
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