How marketers apply Scarcity marketing and FOMO tactics: The case of Vietnamese people towards E-commerce sites during the pandemic

Nguyen Giang Hoai (2023) How marketers apply Scarcity marketing and FOMO tactics: The case of Vietnamese people towards E-commerce sites during the pandemic. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

For those who believe that marketing is more effective when it is not like advertising, they create work that is more interesting. To be able to remove the boundaries between normal marketing, we must understand the psychology of the customer and use it most effectively. I want to study how to apply marketing psychology to anticipate buyer behavior by understanding people's cognitive biases. In this research, scarcity marketing strategy combined with FOMO effect will be analyzed carefully with application in e-commerce. Scarcity Marketing and FOMO tactics basically both work well together in the Digital platform. It hits the mindset that if there is less of something, it must be in higher demand. Therefore, people will perceive that it has a higher value and makes customers want to own that product. Therefore, the covid translation situation is getting more and more serious, along with the embargo everywhere, the usual forms of marketing have encountered many difficulties. As we all know, nowadays, people use digital platforms for shopping more than any other. People can use E-commerce websites as well as social media to order whatever they want just by sitting at home using their smartphones. That is why today people are investing time into online shopping using e-commerce websites. Therefore, Vietnam is one of the fastest-growing e-commerce markets in Southeast Asia. Although the market share of E-commerce in Vietnam is still quite small, with the majority of the young population and the development of smartphones, the market has many changes from traditional sales to online selling. I, too, am an online shopaholic, and the scarcity effect had a significant impact on me, particularly during the pandemic, altering both my shopping and consumption habits. This study of mine will show the change in shopping habits of Vietnamese people using e-commerce platforms as well as analyze the obvious change between online and traditional shopping methods.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	business marketing, communication, e-marketing, internetmarketing, strategy
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Már. 19. 19:27
Utolsó módosítás:	2023. Ápr. 22. 09:01

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