Can scarcity of products promote or restrain consumers' word-of-mouth in social networks? The moderating roles of products' social visibility and consumers' self-construal
作者：
Highlights：
• Product social visibility moderates the relationship between scarcity and WOM.
• Product social visibility, scarcity and self-construal interactively affect WOM.
• Impression management mediates the positive and negative scarcity effects on WOM.
摘要
•Product social visibility moderates the relationship between scarcity and WOM.•Product social visibility, scarcity and self-construal interactively affect WOM.•Impression management mediates the positive and negative scarcity effects on WOM.
论文关键词：Scarcity,Word-of-mouth,Social visibility,Consumers' self-construal,Impression management
论文评审过程：Received 16 July 2018, Revised 8 January 2019, Accepted 14 January 2019, Available online 17 January 2019, Version of Record 25 January 2019.
论文官网地址：https://doi.org/10.1016/j.chb.2019.01.013
