The limited-edition or what they call "Scarcity Marketing": propaganda or a promotional strategy through "FOMO" thinking

• Main Authors: Abdul Wahid, Nur Kamariah, Wan Husain, Wan Rohaida
• Format: Article
• Language: English
• Published: IIUM Press 2023
• Subjects: 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
• 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
• Institution: Universiti Islam Antarabangsa Malaysia

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.