Purpose: Marketers make an effort to affect consumers through scarcity marketing thus shaping the perception of scarcity and creating desirability for consumers. To expand the scarcity-expensiveness-desirability model and to enhance insights for practical applications, this study modifies the...

Purpose: This study aims to investigate the relationship between Internet celebrity characteristics and the follower's impulse purchase behavior in YouTuber. Attachment and parasocial interaction are mediating variables concerning the impact of Internet celebrity characteristics on followers'...