Purpose: This study aims to examine the association of social media advertising with deposit contracts and consumers joining a fitness club/gym. Design/methodology/approach: This paper surveyed 745 college students. Three deposit contract options were presented with goals of losing 5% of your...

Purpose: A number of types of scarcity messages are often used in Internet advertisements, but all these types have not been directly compared to each other. Design/methodology/approach: College students (n = 789) were surveyed about five advertising choices for luxury skin-care products...