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...