The Last Chance Dance: The Interplay of Scarcity and Social Proof in Social Media Contest Messaging

Research output: Contribution to journal › Article › peer-review

Original language	English
Journal	Journal of Current Issues and Research in Advertising
DOIs	https://doi.org/10.1080/10641734.2025.2600373
State	Accepted/In press - 2026

ASJC Scopus Subject Areas

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title = "The Last Chance Dance: The Interplay of Scarcity and Social Proof in Social Media Contest Messaging",

author = "Park, \{Sun Young\} and Gamze Yilmaz",

note = "Publisher Copyright: {\textcopyright} 2026 American Academy of Advertising.",

year = "2026",

doi = "10.1080/10641734.2025.2600373",

language = "English",

journal = "Journal of Current Issues and Research in Advertising",

issn = "1064-1734",

publisher = "Taylor and Francis Ltd.",

}

TY - JOUR

T1 - The Last Chance Dance

T2 - The Interplay of Scarcity and Social Proof in Social Media Contest Messaging

AU - Park, Sun Young

AU - Yilmaz, Gamze

PY - 2026

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UR - https://www.scopus.com/pages/publications/105027193338#tab=citedBy

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DO - 10.1080/10641734.2025.2600373

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JO - Journal of Current Issues and Research in Advertising

JF - Journal of Current Issues and Research in Advertising

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