Technology-mediated scarcity messages: a systematic literature review

Purpose Technology-mediated scarcity messages (TMSM) are increasingly used in the online marketplace to nudge purchases. Research looking into TMSM has picked up considerable momentum but is conceptually fragmented with inconsistent findings. This article therefore reports a systematic review of the TMSM literature, to contribute to a comprehensive understanding of this digital marketing concept. Design/methodology/approach The review included 78 articles, which were subjected to qualitative analysis. Findings The review led to the development of an integrated conceptual framework and a TMSM typology. Research limitations/implications Several new avenues are identified to extend the theoretical and methodological scope of TMSM research. Practical implications The review offers guidance to marketers on how to better use TMSM. Originality/value The review advances digital marketing research by uncovering a friction between marketers’ interest in conversion and consumers’ priority of well-being. It sheds light on the dark side of TMSM, i.e. that it can exacerbate impulse buying.