ANALYZING THE ROLE OF SOCIAL MEDIA SCARCITY MARKETING ON REPEAT PURCHASE BEHAVIOUR AMONG GEN Z CONSUMERS IN ANDHRA PRADESH

Author

Dr. Pradeep Patnaik, Haasini Palaparthi


Abstract

 The digital economy is changing between companies' customers interaction now days. Generation Z is a generation born after 1995 who has been raised entirely online; therefore, they are more likely to respond strongly to certain types of advertising campaigns. The research focuses on analyzing how social media scarcity marketing techniques such as countdown timers and "low stock" alerts affect repeat purchases by young people from Andhra Pradesh. Through an interview with 47 participants via an online questionnaire, this study investigates what motivates people to buy quickly due mainly to fear of missing out (FOMO). In addition to this study’s findings on consumer behavior research papers about brands’ credibility, social media interaction rates and retention rate of customers over time were also analyzed for correlation purposes. While scarcity messaging does drive impulsive purchases from consumers, it is not enough for building an effective customer loyalty program; rather, authenticity matters more as well because customers want quality products over time. This article states that scarcity marketing is very effective at generating fast sales and customer retention when used by companies sincerely. Lastly, this paper provides useful tips on how to create an urgent feeling while maintaining trustworthiness among consumers.



Keywords

Scarcity Marketing, Generation Z, Social Media Marketing, Repeat Purchase Behaviour, Consumer Psychology, Fear of Missing Out (FOMO), Brand Loyalty.



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References


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