Effect of the Scarcity Message Type and Sender Type on Purchase Intention in Instagram as a Distribution Channel

• Published in: Journal of distribution science pp. 73 - 82
• Main Authors: 이인엽, 김동규, 최철환
• Format: Journal Article
• Language: English
• Published: 한국유통과학회 01.01.2023
• Subjects: 경제학
• ISSN: 1738-3110; 2093-7717
• DOI: 10.15722/jds.21.07.202307.73

Purpose: Social networking services have been recognized as an attractive distribution channel at a time when efforts to deliver effective messages to consumers are essential amid a flood of advertisements in the multi-media era. In that sense, this study investigated the effect of the scarcity mess...