Examining scarcity in mobile promotion and purchase intention: the role of location

Autor:	Rajasree K. Rajamma, Qin Sun, Mahmoud A. Soliman, Deborah D. Heisley
Rok vydání:	2021
Předmět:	Marketing Scarcity Promotion (rank) media_common.quotation_subject 0502 economics and business 05 social sciences 050211 marketing Advertising Business Product type GeneralLiterature_MISCELLANEOUS 050203 business & management media_common
Zdroj:	Journal of Marketing Theory and Practice. 30:1-19
ISSN:	1944-7175 1069-6679
DOI:	10.1080/10696679.2021.1880272
Popis:	This study explores the impact of scarcity messages in mobile coupons on purchase intentions among smartphone users, as well as the moderating effect of location and product type. Psychological rea...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::e0d17ee47d19a3aaed7c531fda55bdb2 https://doi.org/10.1080/10696679.2021.1880272 Zobrazit plný text záznamu