Titre : |
How are internal and external triggers linked with FOMO induced e-purchasing?: Link between FOMO tendencies and marketing strategies based on FOMO for millenials |
Type de document : |
Mémoire |
Auteurs : |
Coralie ARGENTO, Auteur |
Année de publication : |
2020 |
Importance : |
30 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management WEBMARKETING ; MARKETING EXPERIENTIEL ; COMMERCE ELECTRONIQUE ; COMPORTEMENT DU CONSOMMATEUR
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Résumé : |
The Fear of Missing Out (FOMO) is popular concept, which refers to the fear of missing an event or a good discount on a product. While this concept has been defined by researchers in the past years, the link between internal tendencies towards FOMO and the response mechanisms to marketing strategies using FOMO has not been demonstrated.
This paper will focus on the question: How are internal and external triggers linked with FOMO induced e-purchasing?
A quantitative questionnaire conducted online will be analysed in order to get insights from the consumers.
In doing so, this paper demonstrates that the external introduction of FOMO does not necessarily increase the purchase intention in general but the more people have FOMO tendencies, the more likely they are to make a purchase when FOMO is also externally introduced.
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Programme : |
PGE-Rouen |
Spécialisation : |
Digital Marketing |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529843 |